# Dessert-Paired Makeup Deliveries Benefit Cosmetics is Sharing Boxes of Cake & Concealer in the UK By Laura McQuarrie | Published 2019-08-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cake-away References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Benefit_Cosmetics_serves_up_Cake-Away_treats_with_Deliveroo/157301) & [blog.benefitcosmetics](https://blog.benefitcosmetics.co.uk/2019/08/16/benefit-cosmetics-x-deliveroo-cake-away/) To welcome its new Boi-ing Cakeless Concealer into the world with a bang, [Benefit Cosmetics](https://www.trendhunter.com/trends/benemart) is teaming up with [Deliveroo](https://www.trendhunter.com/trends/deliveroo-and-the-perfume-shop) 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. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 92% | Activity: 96% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **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. - **Food-makeup Pairing:** The concept of dessert-paired makeup deliveries by Benefit Cosmetics reflects the emerging trend of combining food and beauty. - **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. ### Where This Applies - **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. - **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. - **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. ## Related on Trend Hunter - [Grocery-Themed Holiday Cosmetics](https://www.trendhunter.com/trends/benemart.md) - [Convenient Cake Dessert Boxes](https://www.trendhunter.com/trends/little-big-cake-bento-boxes.md) - [Cake-Inspired Lip Oil Launches](https://www.trendhunter.com/trends/well-people1.md) - [Celebratory Co-Branded Lip Balms](https://www.trendhunter.com/trends/funfetti-x-curology.md) - [Collaborative South Asian Desserts](https://www.trendhunter.com/trends/cake-box-and-ambala.md) - [Patisserie-Inspired Beauty Pop-Ups](https://www.trendhunter.com/trends/este-lauder-x-ladure.md) - [Bakery-Themed Beauty Pop-Ups](https://www.trendhunter.com/trends/clarins-sweet-spot.md) - [Prepackaged Artisan Dessert Products](https://www.trendhunter.com/trends/the-delicious-dessert-company.md) - [Indulgent Beauty Pop-Ups](https://www.trendhunter.com/trends/pout-preserve-lip-treatment.md)