Operation #rollerlash - Benefit ups its digital game
The new mascara is being introduced to the market by way of ‘curl and cocktail’ pop-up parlours in London which will give customers the opportunity to combine beauty and booze, 1950's style.
Customers can use Benefit's ‘Curl’s Best Friend' app, created by mobile specialists, Guidebook to access a live news feed to pre-arrange hair and beauty appointments and to log onto their preferred social network and share photos.
According to the quirky cosmetics player, the app will be pivotal in revealing locations of the pop-ups and encourage appointment bookings and interaction between Benefit and consumers.
“When launching experiential events like this, it can sometimes be tricky to measure engagement and reach, but with this app we are driving everything from one platform which gives us great measurability, as well as a great experience for our customers,” says Kyra Oates, head of events and promotions at Benefit.
Combining beauty with booze...
Once at the three-storey pop-up in Soho, which is only open for a month from February 27th, customers can opt to have cocktails and cupcakes while getting pampered in 'lush vintage chairs.'
Guests will also be able to try the new Roller Lash mascara, which Benefit says features a hook ‘n’ roll brush that grabs, separates, lifts and curls lashes without the need of a curler.
The main beauty parlour and ‘curl station’ is located on the first floor, where customers can receive a makeover, brow wax and tint, or a curly faux-blow from hair stylists.
The second floor features a secret door where visitors can pass through to reach the Noir Bar, based on Benefit’s mascara 'they’re real!' which is open from 7pm each evening serving cocktails.
After the initial London launch, Benefit plans to take the concept on the road from 17th April to other UK destinations, which will be revealed closer to the date.
Brands realise the importance of creating in store experience, now more than ever
In the last five years, cosmetic players have been rethinking their in-store experience, concepts and strategies to match what the online forum can offer in a sometimes cheaper or more efficient way.
International powerhouses like Estee Lauder, L’Oréal and Benefit have all stepped up their game.
Before this latest concept of pop up parlours, Benefit extended its original colour cosmetics service in recent years, by tapping into hair care and grooming by way of a new line of 'boutiques' that act as a one stop shop for consumers.
The brand has since opened outlets in Dublin, Madrid, and Paris, along with a flagship-storelaunch in London following success on the US markets.
