Benefit rolls out ice cream van with face-contouring tricks

After the success of its Brow Bus, Benefit Cosmetics is now driving an ice-cream van around the UK to promote the launch of its Hoola Quickie Contour Stick.

Benefit rolls out ice cream van with face-contouring tricks

Earlier this year, Benefit rolled out a promotional campaign that included a touring "Brow Bus" that helped the brand corner a 60% share of the UK's £20m eyebrow market

Evidently deciding to stick with what works, the cosmetics brand now plans to take a chunk out of the growing craze around contouring products with a themed ice-cream van.

Contouring, the use of darker and lighter shades to shape feature using shadows and highlights, is a professional makeup artist trick that gained popularity among consumers thanks in large part to influencers such as Kim Kardashian and Kylie Jenner. 

UK data company IRI credits this trend with doubling the sales of bronzers to £43m up from £23m last year. 

Cashing on this craze, Benefit has parlayed its top-selling luxury bronzer, Hoola, into the Hoola Quickie Contour Stick, which combines a highlighter and a bronzer.

The van, which will be hitting English seasides all summer, will offer quick contours and offering free samples of the new product to fans who have posted on social using the #nolonghaul tag. 

"Launching our Hoola Ice Cream Van this summer and con-touring the length of the UK means we’re able to provide that iconic Hoola glow to Brits without the need to travel abroad," Benefit’s head makeup artist, Lisa Potter Dixon said.

Topics
Emily Tan

Emily Tan recommends

Read more

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).