Why Benefit took to the skies for extreme brow treatments

Benefit, the cosmetics brand, aimed to create a "memorable experience that is inherent to our DNA" with a sky-high activation in London yesterday.

The experience, created by The Persuaders, took customers 65ft up to have their brows done. Visitors who braved the experience, received £100 in Benefit products.

Dominic Franks, director at The Persuaders, said: "People are more prepared to take a chance to do something fun. They are taking the experience with them rather than just a one-off thing here."

The activation took place on 10 April at Observation Point on London's Southbank.