In pictures: First look at Benefit's Curl's Best Friend bar

Last night (26 February) cosmestics brand Benefit launched its latest experiential pop-up concept with a VIP event in central London.


The Benefit Curl’s Best Friend pop-up, which is open from today (27 February) to the general public for a month, is a three-storey bar situated in Soho’s Greek Street. It will re-create the feel of a 1950s beauty parlour.

Event production company The Persuaders has worked closely with agency Devries Slam and the Benefit marketing team to design the activation.

At last night’s launch celebrity guests included Louise Thompson and Stephanie Pratt of Made In Chelsea, The Only Way Is Essex stars Lydia Bright, Jess Wright, Ferne McCann and Lauren Pope, and soap star Michelle Collins.

Guests were welcomed by Benefit for a VIP launch evening featuring Chandon and Fever-Tree cocktails as well as cupcakes, brownies and Metcalfe’s popcorn. They were able to try the brand’s new Roller Lash mascara, and receive complimentary faux-blows and ‘makeuppers’ from ‘Bene-babe’ beauty artists.

Thompson and Collins visited the salon’s second floor for a faux-blow, and Collins was treated to a makeupper by a Benefit make-up artist. Fran Newman-Young from Made In Chelsea and her make-up artist sister, Olivia, learnt top tips from the Bene-babes demonstrating Benefit’s Roller Lash mascara.

Bright, McCann and Wright spent the evening drinking cocktails in the Noir Bar on the top floor, before heading downstairs to pose in the photobooth together. At the end of the night attendees were handed goodie bags containing Benefit Roller Lash mascara, They’re Real mascara and sleep-in hair rollers.

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