To kick off the arrival of a fresh new year, many people are choosing to abstain from drinking alcohol for a full month by participating in Dry January and Benefit Cosmetics opened a two-day 'Emporeium' pop-up in London serving non-alcoholic cocktails. The mission of the non-alcoholic cocktail bar was to keep guests hydrated during the dry, harsh winter weather with drinks inspired by its range of primers.
At the Emporeium, Benefit Cosmetics gave people the chance to chat with beauty experts to discover a primer to suit the specific needs of their skin, and get a mocktail inspired by the benefits of the products. While the Hydrate Primer inspired the Hydration Flirtation drink, Benefit Cosmetics also served up the Hey Girl Meet Pearl based on its Pearl Primer and the Pore Primer-inspired Hit the Dance Pore.
Benefit Cosmetics
Non-Alcoholic Beauty Pop-Ups
Benefit's 'Emporeium' Serves Mocktails Inspired by Hydrating Primers
Trend Themes
1. Non-alcoholic Pop-up Bars - The rise of non-alcoholic pop-up bars provides an opportunity to create new, refreshing, and hydrating drinks for customers seeking alternatives to alcohol.
2. Beauty Expert Mocktail Creation - Collaborations between beauty brands and mixologists to create mocktails inspired by beauty products give customers a unique and memorable experience, and can promote product awareness and sales.
3. Dry January Campaigns - Dry January campaigns are becoming more popular and offer a chance for businesses to promote their non-alcoholic options and attract customers who are looking for alternatives to traditional alcoholic drinks.
Industry Implications
1. Beauty - Beauty brands can use pop-up bars as a way to promote products and educate customers about their brand, while also providing a fun and unique experience.
2. Hospitality - Bars and restaurants can offer non-alcoholic options and create campaigns around Dry January to attract customers who are seeking a healthy alternative to alcohol.
3. Beverage - Beverage companies can develop new non-alcoholic product lines and collaborate with other industries, such as beauty, to promote their products and offer unique experiences for customers.