Benefit Cosmetics' 'Jingle Brow Express' Provides Last-Minute Services
Laura McQuarrie — December 1, 2018 — Marketing
References: cosmeticsbusiness & blog.benefitcosmetics
Knowing that consumers' schedules tend to be jam-packed during the holiday rush, Benefit Cosmetics is opening 'The Jingle Brow Express' pop-up in London just days before Christmas.
On the 20th and 21st of December, people will be able to visit London Kings Cross Station to take advantage of the brand's signature services, as well as cocktails, festive activities, an on-site Benefit Christmas shop and a DIY gift wrapping station to help last-minute shoppers. True to its name, the The Jingle Brow Express pop-up is set to be styled like a bold, bright pink train carriage.
In the spirit of the holiday season, Benefit Cosmetics is giving 100% of all its brow treatment profits to two charity partners—Look Good Feel Better and Refuge—thorough its Bold is Beautiful project.
On the 20th and 21st of December, people will be able to visit London Kings Cross Station to take advantage of the brand's signature services, as well as cocktails, festive activities, an on-site Benefit Christmas shop and a DIY gift wrapping station to help last-minute shoppers. True to its name, the The Jingle Brow Express pop-up is set to be styled like a bold, bright pink train carriage.
In the spirit of the holiday season, Benefit Cosmetics is giving 100% of all its brow treatment profits to two charity partners—Look Good Feel Better and Refuge—thorough its Bold is Beautiful project.
Trend Themes
1. Festive Pop-ups - Opportunity for brands to create temporary locations during holiday season, offering unique experiences and services to consumers.
2. Last-minute Services - Meeting the demand for time-crunched consumers by providing quick and convenient services just days before a holiday.
3. Charitable Partnerships - Brands aligning with charitable organizations to make a positive social impact while engaging with customers.
Industry Implications
1. Beauty - Beauty brands can create festive pop-ups to offer last-minute grooming services and donate proceeds to charity.
2. Retail - Retailers can participate in last-minute festive pop-ups to provide convenience to customers and support charitable causes.
3. Hospitality - Hotels and restaurants can collaborate with beauty brands to host festive pop-ups, offering grooming services to guests and donating proceeds to charity.
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