Benefit enlists flirt expert for Valentine's activation

Cosmetic brand Benefit has joined forces with flirt coach Cate Mackenzie to prepare consumers ahead of Valentine's Day with a one-off event in London.

Flirting expert Cate Mackenzie joins Benefit for pre-Valentine's Day event
Flirting expert Cate Mackenzie joins Benefit for pre-Valentine's Day event

The Benefit event, which is being organised by brand experience agency Devries Slam, will take place at the brand’s Carnaby Street store, between 7pm and 9pm. It will allow 30 attendees to pick up top flirting tips from Mackenzie.

Mackenzie's 'how to dare to flirt' workshop will help to build guests' confidence with advice on practising a four-second look; will feature discussions on how people can create opportunities to flirt by taking day adventures in the city and random places; reveal what kind of words and sentences individuals should use when connecting with people; and offer five tools and tips to make sure wannabe flirters stay open and don't block opportunities.

Benefit’s dedicated beauty team, also known as ‘the Benebabes’, will lead a beauty breakthrough make-up lesson as guests are served cupcakes and pink sparkling drinks. The 'make uppers' will be based around a ‘beauty boost’, a personalised make-up session to boost peoples' confidence.

Devries Slam worked with Benefit during 2014 on a number of events including the Gabbi's Head 'Beautiful Pub', which initially opened to mark the Fifa World Cup football tournament in Rio, Brazil, but stayed open for the Glasgow 2014 Commonwealth Games.

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