Benefit is Launching 'GlastonBrow' for Brow and Beauty Services
Laura McQuarrie — June 1, 2017 — Marketing
References: benefitcosmetics & eventmagazine
Benefit Cosmetics offers a range of brow and beauty products for cosmetic fans, but it will now be launching GlastonBrow as a drive-thru service center.
True to its name, GlastonBrow will be stationed on the way to the Glastonbury Festival, offering a range of free products and services from Benefit, including eyebrow waxing. The placement of this drive-thru will be set up as a stop on the way to the festival, with music and more to distract from the discomfort of traffic on the way.
At the pop-up drive-thru, those who pull up to the window will be able to order off of a menu that offers a variety of takeaway gifts that have the potential to be put to good use at the festival.
True to its name, GlastonBrow will be stationed on the way to the Glastonbury Festival, offering a range of free products and services from Benefit, including eyebrow waxing. The placement of this drive-thru will be set up as a stop on the way to the festival, with music and more to distract from the discomfort of traffic on the way.
At the pop-up drive-thru, those who pull up to the window will be able to order off of a menu that offers a variety of takeaway gifts that have the potential to be put to good use at the festival.
Trend Themes
1. Beauty Drive-thrus - Drive-thru services for beauty and cosmetic products and services.
2. Festival-driven Products and Services - Products and services specifically created for use at festivals or events.
3. Convenience-driven Services - Services that prioritize convenience for the customer, such as drive-thrus or quick service locations.
Industry Implications
1. Beauty and Cosmetics - Companies within the beauty and cosmetics industry can explore drive-thru or quick-service options to increase convenience and accessibility for customers.
2. Event and Festival Services - Companies that specialize in event planning or provide products and services for festivals can create offerings specifically tailored for festival-goers.
3. Fast Food and Quick-service Restaurants - Fast food and quick-service restaurants can experiment with drive-thru options for more than just food, such as offering retail or cosmetic services as well.
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