Benefit partners with Starbucks for pop-up pamper parlours

Benefit is set to install a series of pamper parlours within select Starbucks stores from 1 February, in celebration of Valentine's Day.

The pamper parlours will pop-up within select Starbucks stores throughout February (@BenefitUK)
The pamper parlours will pop-up within select Starbucks stores throughout February (@BenefitUK)

The month-long pamper parlour experience will be available at Starbucks outlets throughout London, Glasgow, Edinburgh, Birmingham and Liverpool. Visitors to these stores are invited to stop by the pop-up to receive a complimentary makeover. 

Benefit will also position a bright pink branded van outside its Carnaby Street store, where brand representatives will be handing out both Benefit and Starbucks products. 

The companies have similarly teamed up to provide special customer offers from 1 February. Members of the public are invited to vist a Benefit stand to collect a coffee sleeve, which can be redeemed for a buy-one-get-one-free beverage at Starbucks.

In return, Starbucks outlets will be stocked with Benefit branded emoji coasters, which people will be able to collect to redeem a free makeover at a Benefit store.

The coffee brand has also devised two flavours to celebrate the 'month of love' – Burnt Caramel Latte and Pistachio Rose Mocha. 

Consumers are being invited to follow the activity online, via the #BestFriends hashtag. 

Devries Slam is working with Benefit to deliver the Valentine's Day campaign.

Hannah Webley-Smith, marketing director at Benefit said: "Benefit’s strap line, 'laughter is the best cosmetic', really sums up the brand. We’re all about having fun and celebrating those moments that you spend with the gals – whether that’s friends, family or colleagues. It’s no secret that Starbucks is our BFF and the perfect partner for this activity."

"Throughout the month, we’ll also be giving fans the opportunity to get "inside" the friendship of these two iconic brands through our social media channels. Fans should use the dedicated hashtag #BestFriends to follow the conversation which will capture the universal truths of what modern friendship is all about."

Jamie Posner, director at Devries Slam added: "Devries Slam supports Benefit Cosmetics on its consumer lifestyle PR briefs, which includes brand activations and partnerships. In this instance, Devries Slam is working alongside Benefit and Starbucks to bring the ‘Month of Love’ campaign to life."

It seems Benefit is a fan of the pop-up. In November the brand launched a tropical paradise pop-up in London's Soho, meanwhile earlier in 2015 it unveiled a curl and cosmetics bar coined Curl's Best Friend.

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