Basketball meets beauty at Benefit’s interactive London pop-up

In celebration of the BADgal Bounce mascara launch, Benefit is hosting an interactive experience in Fitzrovia, London. The playful beauty brand invites shoppers to meet the rookie all-star favourite BADgal Bounce at the basketball-themed pop-up.

The new BADgal Bounce Mascara marks the latest addition to the US-based brand's makeup range, featuring a custom-engineered hybrid brush for fuller, fluffier lashes. The dual-sided design features fibre bristles that evenly coat every lash from root to tip, while the precision comb promises to define and separate lashes for clump-free volume. To mark the launch, Club Bounce, where sports are pink and lashes are lengthened, will be open from today until Sunday.

Visitors can explore multiple themed rooms from the locker rooms, to a hall of fame and even an interactive basketball court where you can shoot some hoops. The finale? A selfie-snapping trampoline.

Not only will Benefit’s best-selling mascaras be available to purchase but also exclusive basketball-themed merch from crew neck hoodies to socks. Plus there will be free treats at the door (hint, it’s cookies).

Also, as part of the BADgal Bounce Mascara launch, Benefit is hosting a hot air balloon-inspired pop-up at three high-footfall shopping destinations across the UK. Landing at Westfield London, Manchester's Trafford Centre and Bluewater, the activation will allow guests to discover the brand's latest launch alongside its other bestselling mascaras.

Visitors can also access walk-in lash consultations at the pop-up's hot air balloon lash bar, as well as seek advice from Benefit's makeup experts and shop exclusive promotions.

Club Bounce is located at Noho Showrooms, 67 Great Titchfield Street, London, W1W 7PT.