Benefit's grocery-themed pop-up goes global in first virtual shop
Benefit Cosmetics, known for putting its playful spin on cosmetics, is bringing its grocery store pop-up concept 'Benemart' to Carnaby Street as well as launching its first virtual 3D shopping experience.
Back in August, Benefit opened the Benemart in Selfridges London and Manchester. Back by popular demand, Benemart is opening up on Carnaby Street on 13 November.
The pop-up will offer limited-edition beauty gift sets and holiday stocking fillers for brows, pores, lashes, cheeks, and more - each inspired by favourite nostalgic British household delights.
From cans of 'Peas, Love & Pores', 'Soup’d Up Beauty' and 'BADGAL Energy Beauty Booster' energy drinks to 'Whole Latte Lashes' coffee cup stocking fillers, reusable 'Lookin' Crisp' packet makeup bags, and more, the new concept hopes to offer an "unconventional and unparalleled" experience for consumers.
The beauty playground will offer Benefit’s in-store services as well as gifts with purchases, special engravings and chances to win free samples from the gumball machine.
Sarah Harbon, General Manager at Benefit Cosmetics UK & Ireland, said: "Step into the bold and exuberant world of Benefit, where our brand, iconic products and collectable giftsets truly come to life.
"Experience beauty like never before with an immersive shopping adventure that blends our unique brand storytelling with the fun, unforgettable experience that only Benefitcan offer."
For those outside of London, no need to have fear of missing out, Benemart is immersing customers in the concept via its first virtual 3D shopping experience. The experience is launching in the UK, United States, Germany and France today.
In the experience, shoppers can walk down the aisles as avatars with their carts in hand, shopping Benefit's exclusive products.
Toto Haba, SVP of Global Omnichannel Marketing at Benefit Cosmetics, added: "The Benemart is our very first 3D virtual shopping experience, and we are thrilled to welcome visitors inside to experience beauty like never before.
"This immersive shopping adventure blends our unique brand storytelling with the unforgettable, grocery-inspired world that only Benefit can offer. Making people feel good and having fun is part of our DNA, so leading with entertainment to bring our holiday collection to life was a no-brainer."
