We recently held an event for Benefit Cosmetics at the White Cloth Gallery in Leeds. The event was created to promote the launch of their incredible new range of brow products and to raise awareness of their brow services at Benefit brow bars across the country.
The event was held in Leeds to specifically target the northern market. We used our Zeal Buzz blogger network to find the perfect beauty bloggers for the day who came from all over Yorkshire to attend the event.
We planned the event around the theme of magic as well as brows, as the Benefit Cosmetics new brow range of 36 new products has a magical twist to them in terms of branding and packaging. To channel this, we organised the magician Matthew J Magic to entertain the thirty beauty bloggers. We also came up with magical brow games for the bloggers to take part in. The games were all themed around the four stages of creating the perfect brow – mapping, tinting, waxing, filling and highlighting in case you didn’t know!
We also hired a fabulous magic selfie mirror which printed out branded photo-booth style photos. Needless to say it proved very popular with the bloggers.
We planned the entire event from start to finish, including designing and printing the three brow stations for the Benefit staff and the banner stands to partition off the magic brow games.
We created a specific hashtag for the event to tie in with the magical brow games: #RaiseYourBrowGame, as well as promoting the event with the Benefit hashtag #BenefitBrows. We tracked the event on social media through our social media tracking software Pulsar. The event had a social media reach of 544,734 generated from all the social media interaction on the day.
We were able to send the bloggers off with a few product samples as well as making sure the full size products magically arrived on their doorstep just before the official UK launch.
We loved working with Benefit and helping them raise awareness of their amazing new brow collection to the northern market. Our beauty bloggers from our Zeal Buzz blogger network absolutely loved the event and we even managed to get the #RaiseYourBrowGame hashtag trending during the event. We have loved reading all of the awesome blog posts the bloggers put together about the event and we can’t wait for the next event!