In order to promote its range of colored mascara and eyeliner products, Benefit Cosmetics' 'They're Real!' tour has been crossing the UK, truly giving fans the chance to get up close and personal with the beauty products.
On the They're Real tour, Benefit is visiting the top performing stores around the country. In order to make the experience as fun as it can be, the tour is being led by two fun characters—Honest Leah and Agent Dick—as well as a gigantic talking magnifying glass mirror.
The five-foot magnifying glass serves as an interactive mirror station where consumers can approach and have the mirror rehearse, in verse, what colors would best suit them. This was a huge part in attracting hundreds of consumers to stores. On some days, the brand is successful at performing makeovers and making sales to more than 250 women.
Taking Beauty Mirrors
Benefit's 'Theyre Real' Tour Features a Magnifying Mirror that Speaks
Trend Themes
1. Interactive Mirror Stations - The use of interactive mirrors in beauty stores provides an opportunity for brands to engage with consumers and offer personalized product recommendations.
2. Personalized Beauty Experiences - Creating personalized experiences, like the Benefit Cosmetics' 'They're Real!' tour, can attract customers and drive sales by offering tailored product suggestions.
3. Character-led Experiential Marketing - Using fun characters, such as Honest Leah and Agent Dick, in marketing tours can create a memorable and entertaining experience for consumers.
Industry Implications
1. Beauty Retail - Beauty retailers can leverage interactive mirror stations to enhance customer engagement and provide personalized product recommendations.
2. Cosmetics - Cosmetics brands can adopt character-led experiential marketing strategies to stand out in the market and connect with their target audience.
3. Experiential Marketing - Experiential marketing agencies can explore the use of interactive mirror stations and personalized beauty experiences to create unique brand activations.