Client Benefit Cosmetics
Brief 'There's a glamorous 70's Disco in my Wardrobe' - to celebrate the release of the new Holiday Gift Box Brownanza Collection which comes in a wardrobe-shaped box, Benefit Cosmetics asked The Persuaders to create a consumer event that would showcase the new collection, give make-overs to fans of the brand and then take part in an immersive Disco experience!
Delivery Our strategy for the experience was based on the brand history. The brand was born in 1976 - the height of Disco, so we created Studio 76 – it's a chance to show how fun the brand is and reinforce that they don't take make-up too seriously. The brand tagline is 'Laughter is the Best Cosmetic' so we wanted this activity to bring that ethos to life and really immerse the customer into the Benefit world.
Customers purchased tickets via Event Brite for the experience with each session lasting an hour and a half. The customer experience journey started on arrival as they stepped through a giant wardrobe door and into a Brow Boutique where they had a full Benefit make-over including brow services and cocktails. They were then invited into the Disco room where a fully immersive dance experience took place with DJ's, disco-dance champions and a roller-skating disco diva!
Results 2 days in London followed by 2 days in Liverpool, both events fully sold out including 169 members of the public and 69 influencers.