Benefit Cosmetics launches 'beautiful pub' for Fifa World Cup

Benefit Cosmetics is launching a pop-up pub aimed at helping women celebrate the month-long Fifa World Cup football tournament.

Gabbi's Head, Benefit's pink World Cup pub in London
Gabbi's Head, Benefit's pink World Cup pub in London

The pub, called Gabbi's Head, will be located at the Prince of Wales pub in Drury Lane near London's Covent Garden and will be open for the duration of the tournament, which kicks off in Brazil on 12 June. 

Football lovers and Benefit fans alike are invited to embrace the sporting occasion and experience a series of night-time entertainment and beauty events. TV presenter Kirsty Gallacher will host a VIP launch night on 12 June before the pub opens its doors to the public.

Hannah Webley-Smith, marketing director at Benefit, said the aim of the 'beautiful pub' is to bring the brand to life in its entirety.

"We cannot wait to meet as many of our passionate Benebabes as possible – chilling out in a truly Benefit space, brimming with brand DNA," she said.

As part of the activation, guests can view screenings of all major World Cup games, receive Benefit match makeovers, watch stand-up comedy, and beautify from top to toe with expert tanning, waxing, lashes and brows from Benefit beauty artists. 

Boutique PR agency Devries Slam, which was appointed in February to work on Benefit's brand activations throughout 2014, has worked alongside creative production company The Persuaders to transform the space, designing and producing pink pub furniture and soft furnishings, keeping the feel of a traditional pub but with a Benefit twist.

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