The brand is visiting its top 40 performing stores and boutiques around the country. Central to the tour are two characters – Honest Leah, who has been involved in previous campaigns, and new addition Agent Dick, who's role is to protect Honest Leah’s assets.
The tour also features a giant, talking magnifying glass, which was created by production agency The Persuaders.
Dominic Franks, production director at The Persuaders, told Event: "It’s a five-foot tall magnifying mirror that talks to the customer as they approach and tells them, in verse, what colour would best suit them.
"The characters of Agent Dick and Honest Leah are there alongside the mirror to bring the whole activity to life."
Franks added that the magnifying glass has helped to attract customers to the stores and boutiques, and on some days staff have made-over and sold to more than 250 customers in one day.
Apart from designing and producing the magnifying glass, The Persuaders also organised the tour, which kicked off in London on 21 June and will conclude on 21 August when it returns to the capital.
Benefit selected The Persuaders to devise a Paint Party for beauty bloggers in June to promote the launch of the new colours range, and in February they teamed up to launch the Curl's Best Friend pop-up in London.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.