Launching in London’s Covent Garden on 31 March and then touring three other cities across the UK during April, the #RaiseABrow charity shop will fling open its doors and raise vital funds for two UK charity organisations, Refuge and Look Good Feel Better, which empower and support women and girls across the country. Agency Devries Slam is implementing the campaign.
Containing only pink donations the #RaiseABrow pop-up will stock clothes to candles, furniture to fragrance, books, bags and blooms, all donated from celebrities, brands, and vloggers – if it’s pink, Benefit will stock it, with one 100 percent of the sales donated to the two charities.
In addition, a team of expert 'benebabes' will be on hand for brow treatments which customers can indulge in after shopping for must-have pink items from the likes of GHD, Magnitone, ASOS, Marcus Lupfer and The Cambridge Satchel Company.
Designed to spread the feel-good approach to beauty beyond the capital, #RaiseABrow will tour the UK popping up in three locations across the UK and Ireland. The Bold Is Beautiful initiative has raised more than £1m for Look Good Feel Better, a charity which aims to improve the self-esteem, confidence and well-being of women and teenagers dealing with the visible side effects of cancer treatment as well as Refuge, a charity supporting women and children escaping domestic violence. Globally, Bold Is Beautiful has raised $6.3m.
Benefit Cosmetics managing directors, Ian Marshall and Gail Bojarski, said: "While we’ve been transforming brows since 1976, it was 2014 which saw the UK embark on its first philanthropic endeavour, designed to spread Benefit’s feel-good approach to beauty well beyond the counters.
"Since then, the Bold Is Beautiful campaign has expanded to become an international initiative, thanks to the ongoing support of our loyal customers. 2017 sees the campaign take on a new guise and we can’t wait to raise even more money for the two wonderful charities. Together we can help to create bigger, bolder and more beautiful lives for women and girls across the UK."
Benefit Cosmetics has launched a brow bar on wheels, which is touring the UK for three months from 1 March.
More: Last year Benefit worked with The Persuaders to create its own three-storey ship on the Thames to promote its best-selling products.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.