Benefit rolls out ice cream van with face-contouring tricks

After the success of its Brow Bus, Benefit Cosmetics is now driving an ice-cream van around the UK to promote the launch of its Hoola Quickie Contour Stick.

Earlier this year, Benefit rolled out a promotional campaign that included a touring "Brow Bus" that helped the brand corner a 60% share of the UK's £20m eyebrow market

Evidently deciding to stick with what works, the cosmetics brand now plans to take a chunk out of the growing craze around contouring products with a themed ice-cream van.

Contouring, the use of darker and lighter shades to shape feature using shadows and highlights, is a professional makeup artist trick that gained popularity among consumers thanks in large part to influencers such as Kim Kardashian and Kylie Jenner. 

UK data company IRI credits this trend with doubling the sales of bronzers to £43m up from £23m last year. 

Cashing on this craze, Benefit has parlayed its top-selling luxury bronzer, Hoola, into the Hoola Quickie Contour Stick, which combines a highlighter and a bronzer.

The van, which will be hitting English seasides all summer, will offer quick contours and offering free samples of the new product to fans who have posted on social using the #nolonghaul tag. 

"Launching our Hoola Ice Cream Van this summer and con-touring the length of the UK means we’re able to provide that iconic Hoola glow to Brits without the need to travel abroad," Benefit’s head makeup artist, Lisa Potter Dixon said.

Emily Tan

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