The Benefit Cosmetics ‘Mascarathon’, a run from Edinburgh to London to raise money and awareness for domestic violence charity Refuge, is to be launched by iD Experiential.
Fronted by Caroline Flack, the Mascarathon will take place between 15 and 29 June, visiting various cities such as Newcastle, Manchester, Birmingham, Cardiff and Oxford along the route before concluding with a party in central London where all runners will be able to receive free Benefit make-overs and listen to a swing band.
iD was tasked by Benefit to manage the end to end delivery of the event from route planning and branding through to the on day event support.
Paul Ephremsen, CEO of iD, said: “It has been a real pleasure to work so closely with Benefit, on what is a fantastic campaign for such a worthwhile cause. This is a great example of iD’s commitment to creating engaging and memorable experiences which the whole family can enjoy. The Benefit & Refuge Mascarathon will see consumers from across the UK participate in a fun and energizing event which will help build anticipation for a summer of key sporting fixtures.”