The agency has converted a 40-foot shipping container into a 1950s-style salon complete with hair dryer hoods, a vintage TV, hair dryer chandeliers and a neon sign. Working alongside Slam PR, The Persuaders has designed, built and organised the logistics of the container tour.
Benefit’s make-up counter staff, known as 'the Benebabes', will be invited onto the truck to receive training on the new product across 26 cities in the UK. The Persuaders told Event the tour aims to train 1,800 people in total.
The trainer tour has already visited Dublin and Cork. It will travel to Glasgow today (19 January) before heading to the likes of Edinburgh, Newcastle, Leeds, Nottingham, Manchester, Liverpool, Birmingham, Plymouth, London and Chelmsford.
Last year, The Persuaders worked on a similar training tour for the launch of Benefit’s They’re Real Liner.
Jess Sears, product manager at Benefit Cosmetics, said: "The 2014 ‘They’re Real Liner’ training tour was extremely successful for the brand with the knock-on effect to sales proving to be so outstanding that we knew we wanted to replicate and expand on the idea for 2015.
"It was natural choice to ask The Persuaders to work on the Roller Lash launch this year – they’ve produced a beautiful 1950’s beauty salon for this tour and everyone’s very excited to see it."
Andy McDonald, managing director of The Persuaders, added: "Benefit are an incredibly creative brand to work with - they have a fun and quirky nature at their heart which is a great fit for our agency. We are very excited to be working with Benefit and Slam PR for another year."
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