Benefit Cosmetics Created an Activation Around a British Tradition

By: Katherine Pendrill - Jun 22, 2016
References: goodshipbenefit & eventmagazine
The American beauty brand 'Benefit Cosmetics' recently created a unique brand activation around a popular British tradition. While tea time is not limited to the UK, the afternoon ritual has special significance to many Britons. Benefit recently put its own spin on the tradition by creating a brand activation centered around high tea.

Benefit's latest brand activation takes place inside a three-story boat on the Thames River called the Good Ship Benefit. The event consists of a beauty-themed afternoon tea experience involving food, cocktails and makeup tutorials. Guests begin by enjoying tea and creative treats such as sweet courgette brownies and savory lollipops. The tea party is followed by a visit to the on-board beauty boutique, where guests will be treated to complimentary make-overs. Benefit will also provide lessons on how to use the brand's new brow range, while guests enjoy beautiful views of the London skyline.

By playing into London's shipping culture and the British tradition of tea time, the Benefit activation is perfectly tailored to the regional market.