The American beauty brand 'Benefit Cosmetics' recently created a unique brand activation around a popular British tradition. While tea time is not limited to the UK, the afternoon ritual has special significance to many Britons. Benefit recently put its own spin on the tradition by creating a brand activation centered around high tea.
Benefit's latest brand activation takes place inside a three-story boat on the Thames River called the Good Ship Benefit. The event consists of a beauty-themed afternoon tea experience involving food, cocktails and makeup tutorials. Guests begin by enjoying tea and creative treats such as sweet courgette brownies and savory lollipops. The tea party is followed by a visit to the on-board beauty boutique, where guests will be treated to complimentary make-overs. Benefit will also provide lessons on how to use the brand's new brow range, while guests enjoy beautiful views of the London skyline.
By playing into London's shipping culture and the British tradition of tea time, the Benefit activation is perfectly tailored to the regional market.
Beauty Branded Tea Parties
Benefit Cosmetics Created an Activation Around a British Tradition
Trend Themes
1. Beauty-themed Brand Activations - Opportunity for beauty brands to create unique experiential events centered around their products.
2. Incorporating Cultural Traditions - Opportunity for brands to create activations that resonate with local or regional traditions, creating a sense of connection with consumers.
3. Combining Food and Beauty Experiences - Opportunity for brands to create hybrid experiences that incorporate food and beauty concepts, offering a unique and multi-sensory experience for consumers.
Industry Implications
1. Beauty and Cosmetics - Opportunity for beauty brands to explore innovative brand activations that go beyond traditional makeup counters and stores.
2. Hospitality and Events - Opportunity for hotels, event companies, and venues to collaborate with brands and create unique experiential events.
3. Food and Beverage - Opportunity for restaurants, cafes, and food brands to partner with beauty brands and create unique food and beauty experiences for consumers.