Benefit Cosmetics back on tour with new bank holiday pop-up
Benefit Cosmetics is launching a series of global pop-ups this August bank holiday as it continues to celebrate the launch of its Fan Fest Mascara.
In the UK, the Lash-Fantasy pop-up will be located at Boots in London Westfield White City, Manchester Market Street and Leeds Trinity.
Visitors will be able to discover the brand's newest mascara, as well as access one-to-one beauty consultations from a team of brow, pore and makeup experts.
The space will also allow guests to play and create their own content with Benefit's interactive AR-integrated filter.
Toto Haba, SVP Omnichannel Marketing at Benefit Cosmetics, said: "The launch of our global retailer activations reflects our ongoing commitment to providing unexpected and immersive shopping experiences for new and existing customers.
"The series of global popups, provide multiple doors for our customers to experience the world of Benefit, whilst being able to have personal one-to-one advice from our team of dedicated national brow, pore and makeup artists.
"The experiential events are sparks of unexpected delight, inviting our customers to connect with us and our retail partners, creating a beauty community for all."
The bank holiday pop-ups follow the launch of Benefit's ice cream truck tour earlier this month, which also celebrated the new mascara in London, Manchester and Leeds.
Described by Benefit Cosmetics, its new Fan Fest Mascara volumises lashes with a "buildable, weightless formula that doesn’t clump or flake".
The product features a custom-engineered full-flex fibre brush with a 40° curve to lift lashes from root-to-tip and reach corner-to-corner.
It also contains provitamin B5 and cranberry extract to condition and nourish, as well as rice wax to define and separate lashes.
Priced at £25.50, the Fan Fest Mascara is available at Benefit Cosmetics.