Watch Benefit show its fun side with a giant wardrobe

Benefit, the cosmetics brand, has created a 70s-themed disco to launch a brow gift pack in the run up to Christmas.

The Persuaders, an events production company, created "Studio 76", a giant wardrobe with space for people to have their brows and make up done before dancing the night away at the disco.

Kyra White, head of brand activation at Benefit Cosmetics, told Campaign the company likes to activate in different areas of the UK so that it can reach a high number of people.

She said: "At Benefit, we are all about bringing the brand to the people, so rather than just doing one thing in one location expecting everyone to come, we love to go to throughout the UK in different activations throughout the year. It's really important in our strategy that we reach everyone no matter where they are in the UK."

The event took place in London last week and will be in Liverpool this week.

White added that experiential is a key part in Benefit’s marketing because it allows it to "bring the brand to life".

She added: "The brand was born in 1976 – hence Studio 76 – and it's a chance to show how fun the brand is; we don't take make-up too seriously. Our tagline is 'laughter is the best cosmetic so grin and wear it' and this is just kind of bringing that to life and really immersing the customer into the Benefit world."