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.”
PSFK is proud to host a special half-day conference with expert speakers on new opportunity in brick & data retail
At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.