Behind the scenes: Benefit's 'GlastonBrow' drive-thru


Cosmetics brand Benefit launched its GlastonBrow drive-thru this week, which offered festival-goers free Benefit goodies, brow waxes and festival essentials.

Benefit's GlastonBrow drive-thru launched on 20 June, and was situated on-route to the Worthy Farm festival. The brand worked with experiential marketing agency The Persuaders to stage the activation, which helped to prep guests for the festival weekend by offering them brow waxes and free cosmetic treats.

Guests were also kept entertained with music from DJs as they waited in the typical traffic jams that build up outside of the Glastonbury entrance. Visitors could pull up to the GlastonBrow window and choose from a menu of brow-inspired gift options, before driving to the collection point where a 'Benebabe' would deliver the free goodies.

Customers also have an opportunity to win a year's supply of the brand's brow products by posting a photo of themselves at Glastonbury with their Benefit gift using the hashtag #BenefitBrows.

Download Event's latest in-depth report: Festivals 2025: An experiential landscape - a collection of essays, data and case studies exploring the future of brand activations at festivals.

More: EE has unveiled its 4GEE Smart Tent, in a bid to enhance the festival experience for Glastonbury-goers. The RNIB is staging a Karaoke Eye Test at the festival, which intends to promote the importance of regular eye tests.

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