2016 is the biggest year ever for Benefit Cosmetics with the announcement of their biggest launch, The Brow Collection. A comprehensive collection of 9 amazing products totaling 45 different SKU’s, the collection is set to explode the Brow Category and make Benefit Cosmetics the ‘go to brand’ for all your brow dilemma’s.
For such an important launch it was crucial for the brand to engage with each and every individual Benebabe across the UK and Ireland to introduce them to the Brow collection, excite them at what the collection will mean to Benefit as a brand and to them as an individual.
With 2 hugely successful training tours under our belt onboard the impressive training truck Benefit turned to The Persuaders once more to roll out an immersive experience that would excite their staff and whet the appetite for what’s in store this year, introducing them to “The Year of the Brow”
Benefit Cosmetics have been “magically transforming’ brows since 1976 and the magic will be taken to whole new level this year with the Brow Collection, so it seemed fitting that the theme for the products and our tour would be magic. Taking a 40ft shipping container The Persuaders performed some magic of their own converting the container into an impressive cabaret style magicians theatre complete with a sparkling LED lighting system, velvet walls, glittered ceiling and top hat tables.
The Persuaders were tasked with securing venues to host our 22tonne truck in 17 cities across Scotland, England, Wales and Ireland over a 28 day period. With 6 event days a week, many in a different city each day, the truck saw 5 sessions a day with a total of approximately 1,900 Benefit staff through our doors. The tour was managed and hosted by our Magician, The Great Jordini who welcomed the Benefit staff to each session and got the excitement going with a “Brow Magic” performance.
The Persuaders team managed all aspects of the tour including container design, container refurbishment, truck and tour logistics, venue booking, health and safety, tour scheduling and consumer engagement with our promo team in key selected cities engaging with the public.
The tour completed its magical duties in Dublin with a special celebration of the global announcement of the Brow Collection with Irelands best bloggers and influencers being given exclusive access onboard for a champagne reception. Both the bloggers event and the entire tour were a huge success, turning heads in every city visited the #wowbrows truck certainly got the attention it deserved and achieved our goal in paving the way for a truly magical Year of the Brow.