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Benefit Cosmetics announces five-month takeover of London cruise ship

Benefit Cosmetics will take over the R.S Hispaniola, docked in London’s Victoria Embankment, as part of a five-month long brand activation.

Opening on 9 April, The Good Ship Benefit aims to celebrate the brand’s hero products and services across three decks.

Rooms themed around They’re Real mascara, Porefessional primer, Benefit’s eyebrow products and Hoola bronzing powder will be created for guests to explore. The latter will comprise Tiki huts, cabanas and cocktails served by ‘Hoola hunks’.

The Hoola Decks will also serve as a fitness studio.

Cocktails, afternoon tea and other ‘culinary experiences’ will be on offer across the activation.

Agencies Devries Slam and The Persuaders are working together on the experiential campaign.

The Good Ship Benefit comes off the back of last year’s Curl’s Best Friend installation, and 2014’s Gabbi’s Head pub, which aimed to provide a more feminine setting for women to enjoy screenings of the Fifa World Cup.

The brand also recently teamed up with Starbucks to offer free coffee and make overs around Valentine’s Day.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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