Brand brings ‘beauty pub’ Benefit to women for World Cup

While Lionel Messi, Cristiano Ronaldo and Wayne Rooney all battle it out to get their hands on the Jules Rimet, Benefit will be utilising space at a London boozer so that women can get their hands on the cosmetics products.

Pop-up stores, or pop-up retail, is a trend primarily in the UK and US, whereby brands set up a temporary space dedicated to samples or products.

Football meets cosmetics​

Benefit Cosmetics will use ‘Gabbi's Head’ Prince of Wales pub located in Drury Lane near London's Covent Garden for the duration of the tournament, which kicks off in Brazil on 12 June.

British sports TV presenter Kirsty Gallacher will host a VIP launch night on 12 June before the pub opens its doors to the public, with the make-up brand claiming the event combines the interest of football lovers and Benefit fans alike.

You may be wondering how football and cosmetics will be brought together as one, but Hannah Webley-Smith, marketing director at Benefit, states the aim of the 'beautiful pub' is to bring the brand to life in its entirety.

"We cannot wait to meet as many of our passionate Benebabes as possible – chilling out in a truly Benefit space, brimming with brand DNA,"​ she says.

Expectations​

The beauty pub promises guests screening of all the major World Cup games, the chance to receive Benefit match makeovers, top-to-toe tanning, waxing, lashes and brows from Benefit beauty artists, as well as stand-up comedy.

PR firm Devries Slam, and creative production company The Persuaders have joined forces to transform the space, designing and producing pink pub furniture and soft furnishings, explaining that it keeps the feel of a traditional pub but with a Benefit twist.