Power Brands case study: Benefit's Rollerlash campaign

A hands-on approach is often the most effective way to engage consumers. In the first of a five-part series, we look at a recent campaign by make-up brand Benefit.

Devries Slam created a 1950s-style beauty parlour to promote the launch of Benefit's Rollerlash mascara
Devries Slam created a 1950s-style beauty parlour to promote the launch of Benefit's Rollerlash mascara


Benefit Cosmetics teamed up with Devries Slam to promote the launch of its Rollerlash mascara product in February. The agency opted to create a 1950s-style beauty parlour in London, which was later transformed into a touring pop-up bar so people across the UK could experience the brand's latest offering.

Event production company The Persuaders was called upon to design the space, which came complete with hairdryer light-fittings and vintage pink chairs that referenced the era.

"After the success of Benefit's World Cup pub, Gabbi's Head, we came up with the idea to create a three-storey curl-and-cocktail parlour, Curl's Best Friend, based on the product's power visual. It was on Greek Street in Soho and open to customers for a month," says Jamie Posner, director at Devries Slam.

The experience

The pop-up delivered different experiences on each of its three levels. On the ground floor guests could treat themselves to Benefit-themed cocktails and cupcakes, while the first floor offered a beauty parlour and curl station where they could sample the new product.

Those who visited the pop-up from 7pm each night could head up to the second floor, which housed the Noir Bar, a unique venue inspired by the brand's best-selling mascara, 'They're Real!'.

"The campaign not only immersed the customer in Benefit's brand world - the product was also seamlessly woven through the execution.

This allowed girls to trial and purchase Rollerlash within the parlour," recalls Hannah Webley-Smith, UK and ROI marketing director at Benefit Cosmetics.


Posner says footfall was high at the London pop-up.

"We welcomed 2,800 people through the doors, with plenty more customers able to visit the pop-up parlour on the regional tour," he says.

Webley-Smith adds: "We created a free app that allowed the customer to book a table or a treatment at Curl's Best Friend, and all spots were booked up each day."

So far the campaign has been featured across key media outlets more than 50 times, and while exact figures are yet to be released, sales have far exceeded what was anticipated.

More The Persuaders creates Benefit training tour

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