Devries Slam selected for Benefit Cosmetics events

Agency Devries Slam has been appointed by Benefit Cosmetics to handle its UK and Ireland brand activations throughout 2014.

The Devries Slam team
The Devries Slam team

The company will take charge of a series of brand-led activity during a number of campaigns in the next 12 months.

This will include Benefit’s new Brow Arch March campaign set to run next month. In partnership with retailer Debenhams, members of the public will be able to go to one of Benefit’s beauty bars and pay for an eyebrow shaping.

Instead of the money going to Benefit, it will go towards Look Good Feel Better, a charity that focuses on the problems associated with the visible side effects of cancer treatment.

Other event activity will be announced in due course as part of the Benefit Brow Arch March campaign.

Hannah Webley Smith, UK marketing director from Benefit Cosmetics, said: "It is an extremely exciting time for Benefit Cosmetics as we continue to grow. We have a lot of exciting developments for the brand in the pipeline and it’s vital we have creative and engaging campaigns to support them.

"Devries Slam demonstrated a genuine passion, understanding and enthusiasm for our brand and has strong experience at executing bold and newsworthy brand activations."

Helena Bloomer, managing director of Devries Slam, added: "As soon as we spoke to the team at Benefit about their plans for 2014, we were as excited as they were.

"Benefit Cosmetics is such a unique brand and has a highly ambitious and visual marketing team busy planning incredible activations to reward their vast and loyal customer base."

Devries Slam will also support a creative series of brand activations and partnerships this year, which will leverage culturally relevant events, brand milestones and partnerships.

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