Beauty Brand Benefit is Hosting a 1960s-Inspired Pop-Up on a Ship
Rebecca Byers — March 17, 2016 — Marketing
References: eventmagazine
Premium beauty brand Benefit will be hosting an immersive pop-up this summer on board a ship floating on London's River Thames. Called 'the Good Ship Benefit,' the experience was spread across three floors and boasted a 1960's salon theme. The 'Good Ship Benefit' was docked at Victoria Embankment in London and will celebrate and promote the brand's bestselling products, like the brand's They're Real! mascara.
Each floor of the playful Benefit pop-up will boast a different theme, with dedicated spaces for grabbing a cocktail, relaxing and even grabbing lunch and dinner, with a restaurant stationed on the top floor.
The Benefit ship pop-up was designed and constructed by The Persuaders, while Us Creative brought the idea to life and Devries Slam handled the PR. The 'Good Ship Benefit' is expected to launch on April 9, 2016, and last for approximately five months.
Each floor of the playful Benefit pop-up will boast a different theme, with dedicated spaces for grabbing a cocktail, relaxing and even grabbing lunch and dinner, with a restaurant stationed on the top floor.
The Benefit ship pop-up was designed and constructed by The Persuaders, while Us Creative brought the idea to life and Devries Slam handled the PR. The 'Good Ship Benefit' is expected to launch on April 9, 2016, and last for approximately five months.
Trend Themes
1. Immersive Pop-up Experiences - The success of Benefit's 1960s-inspired pop-up on a ship highlights the trend of brands creating immersive experiences to engage customers.
2. Themed Pop-up Restaurants - The restaurant stationed on the top floor of Benefit's ship pop-up shows the growing trend of themed pop-up restaurants as a unique dining experience.
3. Brands Collaborating with Creative Agencies - The collaboration between Benefit and agencies like The Persuaders, Us Creative, and Devries Slam demonstrates the trend of brands seeking partnerships with creative agencies to bring their ideas to life.
Industry Implications
1. Beauty Products - The Benefit ship pop-up showcases the potential for beauty brands to disrupt traditional retail by creating memorable experiences for customers.
2. Hospitality and Events - The success of Benefit's ship pop-up highlights the opportunity for the hospitality industry to create unique and themed experiences to attract customers.
3. Advertising and PR - Benefit's collaboration with The Persuaders, Us Creative, and Devries Slam illustrates the need for innovative advertising and PR agencies to assist brands in creating impactful campaigns.
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