Client: Benefit Cosmetics UK
'The Persuaders always deliver on their creative concepts in the most beautiful and inspirational way, which of course fills me with confidence with each project. Their creativity, support and commitment to me, my team and the brand in the UK is exceptional and we look forward to another great year working together' - Hannah Webley-Smith, UK & ROI Marketing Director Benefit Cosmetics
Continuing our work with Benefit Cosmetics and the launch of #RollerLash, The Persuaders produced the 3-floor Curls Best Friend pop-up Parlour taking its design cues from the 1950’s look and style of Roller Lash, the new mascara that lifts, hooks and curls.
A 1950’s style salon was created where guests came for Curls, Cakes and Cocktails. The ground floor had a bar serving luscious cocktails and beautiful cupcakes, the middle floor became a beauty parlour where guests could book appointments for a faux blow, a make-over or a brow wax and the top floor was transformed into the Noir Bar lounge, with a nod to the They’re Real Mascara, hosted by Honest Leah herself. We worked with our wonderful colleagues from Hel’s Angels hand-picking the beautiful staff and talented hosts who welcomed visitors into the parlour.
The transformation of the building at 26 Greek Street was quite momentous, from the old Bay of Bengal restaurant with it’s wonky floors and crumbling walls we breathed new life into the old building. The Persuaders designed bespoke furniture pieces, lighting and art installations as well as sourcing and renovating vintage furniture over the three floors.
Creative Director Andy McDonald says ‘this project has been like a wonderful creative treat to work on… bringing the brand to life in such a creative way is pure joy and to see people’s amazed faces and positive reactions as they walk in is the best compliment.
The bar was open for the month of March and bookings were taken via a bespoke app created and developed exclusively for the bar.
photographs by Richard Hanson
2564 drinks served
302 treatments given
271 beautiful Benefit products served
2788 guests greeted and treated
60 pieces of coverage across top tier media, reaching more than 33,500,000 people with 99% featuring the product name.
#RollerLash generated over 72,300,000 impressions
Roller Lash became the UK’ no.1 selling Mascara (selling 93,600 units) during its first month of launch with they’re Real! claiming the number two spot