Benefit has opened the doors to its biggest experiential campaign to date – a five-month takeover of moored London cruise ship R.S Hispaniola.
Kyra Oates, Benefit Cosmetics’ head of PR and events, explained to The Drum that the ambitious three-story installation was created to promote the brand’s five big product launches happening in 2016.
“We were realistic that we wouldn’t be able to do five individual pop-ups or 5 one-off events, so the most economical way of doing it and do give it the longest longevity was to create one space that hosted all of the products and launches,” she said.
The ship comprises a number of themed spaces, such as the mascara-derived Lashtitude restaurant, which serves up a menu inspired by the brand’s San Franciscan heritage, the Hawaii-themed outdoor Hoola Decks and the ‘secret’ underwater Porefessional Vault.
The beauty company collaborated with long-term production agency The Persuaders to deliver the Good Ship Benefit on the Thames at London’s Embankment. Consumers can head to the event’s dedicated microsite to book the themed spaces for their own private functions, while Benefit will also be hosting workshops and live performances throughout the five-month residency.
Oates added: “We are targeting our usual consumer – every woman in the UK – but also the beauty of this location is it’s naturally busy. It’s for anyone – it’s a restaurant, it’s a bar, it’s a beauty space – literally anyone that wants to come on board is more than welcome.”