Benefit Cosmetics rehydrates customers during Dry January

Skincare brand Benefit Cosmetics launched a pop-up skin hydration bar in London's Clapham last weekend, as part of an irreverent campaign that raised a defiant glass to Dry January abstemiousness.

The campaign was developed by creative agency Stellar London. It saw a Benefit EmPOREium opened on Battersea Rise. Visitors to the venue were greeted by a 'Benebabe' who led them to an immersive lounge to experience the brand's full range.

“Beauty addicts and cocktail-lovers alike are invited to dive into this immersive pop-up experience to discover the hidden treasure of our new POREfessional Hydrate primer,” said Benefit Cosmetics head of brand activation Kyra White before the event.

When customers had been assessed and been matched to a cosmetics primer they were ushered to a theatrical bar, where mixologists would create a 'mocktail' inspired by that product's ingredients.

“The idea is to immerse yourself in fun and unique Benefit DNA, hydrate yourself with your very own Instagrammable, interactive mocktail and hydrate your skin with the new POREfessional Hydrate,” added White.

To reflect Benefit's stance that 'laughter is the best cosmetic,' entertainment was provided in the form of drag queens Dry Janice and Portia, who regaled audiences with tales of their last year.

Benefit was founded in 1976 in San Francisco as the 'Face Place,' taking on its current name in 1990. It made its UK debut in 1997, and was acquired by international premium brands group LVMH – which also owns brands such as Fresh and Make Up For Ever - in 1999.

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