Benefit Cosmetics has launched an exclusive range of stylish Citroën DS3 by Benefit cars, based on its mascara and lip-tint brands.
The two Citroën DS3 cars – based on they’re real mascara and Benetint lip and cheek stain will premiere in an online car boutique created by ASOS. Here, consumers will be able to both view the cars and book a test drive.
The partnership was conceived, developed and brokered by OMD UK, and the lead up to to launch was marked by a mysterious countdown clock on the ASOS website.
Benefit Cosmetics managing directors, Ian Marshall and Gail Bojarski said: “Following the overwhelmingly positive response to the ‘DS3 by Benefit concept’; launched at the Clothes Show Live last year, we are very excited with plans to launch a whole series of special edition ‘Benefit’ DS3’s. With Citroën we have found a partner that shares our forward thinking vision and who also like to do things differently. To launch the series, we are delighted to be partnering with ASOS to create the world’s first online car boutique.”
The Citroën DS3 DStyle by Benefit is grey, with orange detail on the door mirrors, roof and wheel centre caps; while the Citroën DS3 DSign by Benefit is red, with white detail.
OMD creative planner Elina Luca, explained: “We knew that women can find the car buying experience intimidating as it is designed by men for men. With this new car we wanted to let women explore and buy Citroën DS3 by Benefit in an environment they are familiar with and ASOS was the perfect partner to do this.”
Both cars come with bespoke black velour carpets and a fully kitted out make-up bag in the glove compartment