Benefit Cosmetics Will Build A Free Drive-Thru Beauty Bar For Glastonbury Festival
The cosmetic brand will be giving out free beauty goodies to festival attendees in Glastonbury
Many brands are looking to cash-in on the music festival crowd, but beauty company Benefit Cosmetics may have found a unique way to get their attention. GlastonBrow is the first ever drive-thru to give away free eyebrow and cosmetic goods to people headed to the music festival is Glastonbury in late June. The drive-thru will only be available from Wednesday, June 21 through Thursday, June 22.
Benefit’s Head of Brand Activation Kyra White tells Business Insider the installation is meant to continue the brand’s commitment to cheeky fun:
“For over seven years we’ve held activations within festival grounds to amplify the experience for ticket holders and our brand fans. Part of Benefit’s mission statement is ‘laughter is the best cosmetic’ so although this sounds crazy and farfetched it’s just the latest in a history of fun, disruptive events which include the iconic Bold is Beautiful campaign, the Hoola con-tour which is currently traveling the UK’s seaside resorts and the recently completed Brow tour.”
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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