Benefit combines bars and beauty for latest pop-up

Agencies Devries Slam and The Persuaders are creating a pop-up curl and cocktail bar for Benefit Cosmetics, called 'Curl's Best Friend', to celebrate the launch of its Roller Lash mascara.

The pop-up will recreate beauty salons of the 1950s
The pop-up will recreate beauty salons of the 1950s

Opening for one month from 27 February in London’s Soho, the experience will re-create the feel of a 1950s beauty parlour. A range of cupcakes and cocktails will be available to enjoy alongside beauty treatments.

Curl’s Best Friend will consist of activations held over three floors. The ground floor will immerse visitors in the world of Roller Lash mascara, with a sampling station, a bar and plush vintage-style chairs. 

Floor one will host a beauty parlour and curl station, where guests can receive a makeover, a brow wax and tint or a voluminous ‘faux-blow’ hair-do from Benefit hair-styling professionals. Devries Slam has also planned a ‘secret floor’ upstairs on level two, which will host a sultry 'Noir Bar' only open from 7pm onwards.

Event tech company Guidebook has created a bespoke app to complement the experiential activity. The software will allow visitors to log in with their preferred social network to book appoints and bar table reservations, share photos and access a live news feed.

Kyra Oates, head of events and promotions at Benefit, said: "We are truly excited about using this app for the campaign as this is a first for us. When launching experiential events like this, it can sometimes be tricky to measure engagement and reach, but with the app we are driving everything from one platform which gives us great measurability, as well as a great experience for our customers."

Fans of Benefit outside of London will have the chance to experience the parlour from 17 April onwards through the 'Curl’s Best Friend' touring parlour. Details of and dates of the roadshow are to be announced at a later date.

More: Benefit enlists flirt expert for Valentine's activation

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