Benefit Cosmetics is Sharing Boxes of Cake & Concealer in the UK
Laura McQuarrie — August 20, 2019 — Marketing
References: blog.benefitcosmetics & cosmeticsbusiness
To welcome its new Boi-ing Cakeless Concealer into the world with a bang, Benefit Cosmetics is teaming up with Deliveroo to offer one-day-only "Cake-Away" service. On August 22nd, people in the UK will be treated to a vegan raspberry vanilla cake with cherry, a gluten-free strawberry cupcake and mini matcha sponge cake,
all by Lily Vanilli, plus a Boi-ing concealer, for just £12. The on-demand delivery of cakes and concealer will arrive courtesy of a Benebabe makeup artist who will help customers find their perfect shade of the comfortable, crease-proof makeup product.
Officially, the new Boi-ing Cakeless Concealer by Benefit Cosmetics officially launches on August 23rd, and this collaboration with Deliveroo makes its launch even sweeter.
all by Lily Vanilli, plus a Boi-ing concealer, for just £12. The on-demand delivery of cakes and concealer will arrive courtesy of a Benebabe makeup artist who will help customers find their perfect shade of the comfortable, crease-proof makeup product.
Officially, the new Boi-ing Cakeless Concealer by Benefit Cosmetics officially launches on August 23rd, and this collaboration with Deliveroo makes its launch even sweeter.
Trend Themes
1. On-demand Service - The collaboration between Benefit Cosmetics and Deliveroo for one-day-only 'Cake-Away' service demonstrates the trend of on-demand delivery of unique products.
2. Food-makeup Pairing - The concept of dessert-paired makeup deliveries by Benefit Cosmetics reflects the emerging trend of combining food and beauty.
3. Customer Experience Enhancement - The presence of a Benebabe makeup artist who helps customers find their perfect shade highlights the trend of personalized customer experiences in the beauty industry.
Industry Implications
1. Cosmetics - The collaboration between Benefit Cosmetics and Deliveroo showcases disruptive innovation opportunities in the cosmetics industry by combining makeup products with unique and limited-time food offerings.
2. Food Delivery - Deliveroo's partnership with Benefit Cosmetics' 'Cake-Away' service demonstrates innovative opportunities for food delivery services to expand their offerings beyond traditional restaurants.
3. Food and Beverage - The concept of dessert-paired makeup deliveries has the potential to disrupt the food and beverage industry by creating new product lines that combine food and beauty.
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