In pictures: Benefit stages 'Paint Party' for bloggers

To launch a new range of colour mascaras and eyeliners, Benefit Cosmetics held a 'Paint Party' for bloggers on Wednesday (17 June), which was designed and produced by The Persuaders.

  • Benefit Cosmetics' paint party at The White Space (Credit: Littlebigbell)

    Benefit Cosmetics' paint party at The White Space (Credit: Littlebigbell)


The Benefit paint party, which took place at The White Space in London, allowed bloggers to explore the world in a fun way, highlighting the range of colours available in Benefit's new make-up range. 

To prevent the white venue from being damaged, The Persuaders lined the space with polythene and created four ‘paint zones’ within the lined walls, including a Balloon Bursting Shooting Gallery and a Turn Table Splash Zone, where the host was painted on as she was slowly rotated. 

There was also a Paint Pistol Gallery where guests could fire paint-filled water pistols at personalised canvases.

Guests wore full-body paint suits, goggles, masks and gloves and received a short safety briefing before the party began. In keeping with the new product range, colourful cocktails and bowls of coloured sweets were also available. 

Before guests left the party, they had the chance to clean up, remove any stray splashes of paint and to have their make-up freshened up Benefit Make-Uppers who were on-hand with a selection of products and the new eye-liners and mascaras to trial.

Andy McDonald, managing director of The Persuaders said: "The key message from the client was that they wanted to produce something that the bloggers, who work in a very ‘visual’ media, would get excited about. We knew we had to create an environment that would excite and scare them a little. Something that would take them out of their comfort zone. We had no idea just how excited and spirited they would get."

More: Benefit, Karen Millen and more to activate at Marie Claire @Work Live

In-depth: Three fashion and beauty brands reveal their experiential strategies, plus sector analysis on the fashion and beauty sector

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