Behind the scenes: Benefit's #RaiseABrow pop-up


Cosmetics brand Benefit brought back its charitable initiative, the 'Bold Is Beautiful Project', with a #RaiseABrow pop-up shop in central London.

Benefit's #RaiseABrow pop-up shop launched in Covent Garden on 31 March, and welcomed guests until 2 April. The pop-up will now visit three other cities across the UK during this month, including Dublin, Manchester and Glasgow.

The shop contained only pink donations, and stocked everything from clothes to candles, furniture to fragrance, books, bags and blooms, all donated from celebrities, brands, and vloggers. Guests could also enjoy brow treatments provided by an expert team of 'Benebabes'.

Benefit are using the #RaiseABrow pop-up shop and roadshow to raise money for charities Refuge and Look Good Feel Better. Refuge supports women who have been the victims of, or are experiencing, domestic violence, while Look Good Feel Better provides a platform for women struggling with the visible side effects of cancer.

Event spoke to Kyra White, head of brand activation at Benefit, who said: "Experiential is key for the brand because it gives us the opportunity to reach out to more press, rather than the isolated beauty press, who we have a great relationship with already. We like to go where women will be; where they're shopping, outside, having fun, often with other women as well and they'll stumble upon our event. We can deliver really important messages in a really fun way."

Sarahjane Robertson, executive director of charity Look Good Feel Better, said: "[Experiential] is very different, whatever Benefit does is always different. It's really full of innovation and full of fun, and that draws people in. When you're facing cancer treatment, your appearance can be severely affected, and lightening people's mood and putting them in a situation where they can talk to other people, it brings women together."

Lisa King, director of communications at Refuge, said: "For Refuge as well, experiential means we can get in different spaces, and talk and reach more women who are experiencing domestic violence. Domestic violence is a taboo subject, it's a difficult subject, and it's not easy for people to speak out about it. But if you see a brand like Benefit talking about domestic violence, and doing it publicly in a way that allows people to interact with the brand and charities, as an individual you might think it's okay to speak up about the issue."

Refuge teamed up with beauty brand Avon last month in support of International Women's Day, and staged an interactive exhibition highlighting the dangers of domestic violence. Also in March, Benefit launched its 'Brow Mobile' UK tour, which will be on the road for three months. 

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