In pictures: A first look at Benefit's branded ship on the Thames

Benefit is set to open its own three-storey ship on the Thames next month, in a move designed to promote its best-selling products.


Docked at Victoria Embankment in London, The Good Ship Benefit will offer customers food, drinks and pampering across three decks. The activation, which will last five months, is due to launch on 9 April.

There will be five rooms for attendees to explore, each of which will be themed around the brand’s ‘hero’ products.

It’s Porefessional primer gets a 1960s-themed spy lair, where customers can uncover the secrets of flawless skin and get their own bespoke Porefect cocktail, meanwhile Lashitude at the Upper Deck will be the ship’s main restaurant serving lunch and dinner. It celebrates the brand’s They’re Real! mascara.

Hoola Decks, named after the brand's Hoola bronzing powder, will offer cocktails served by the brand’s ‘hoola hunks’ under Tiki huts, and the Brow Lounge will offer customers makeovers from Benefit's brow experts, alongside afternoon tea and bubbles.

More rooms are set to be unveiled over the course of the activation. 

The Persuaders is behind the design and construction of the ship and design agency Us Creative was also brought on board to help bring to life the initial idea. Agency Devries Slam is handling PR.

Andy McDonald, creative director at The Persuaders, said: "This is a very exciting project for us to work on. Not only are we producing an extended pop-up in an unusual venue, but working with Benefit Cosmetics means our creativity is allowed to somewhat extend beyond the normal boundaries. 

"We’re very fortunate to have a client who encourages us to play with their brand in a creative way. From the project conception, we’ve shown them some really exciting and different visuals and as always we aim to deliver on this creativity."

Jamie Posner, director at Devries Slam added: "While the successes of Gabbi’s Head and Curl’s Best Friend were unsurpassed, we needed fresh thinking to create a moment for the brand that we hadn’t seen before. [It’s] been an exciting challenge which Devries Slam was proud to take on in order to make Benefit famous – again." 

This year has already seen Benefit team up with Starbucks to celebrate Valentine's Day throughout the month of February, and it also activated at the National Television Awards (NTAs).

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