Benefit, UK’s no.1 Prestige Brow Brand and UK’s no.1 Prestige Gift Set Brand, has partnered with Selfridges to open 'Benemart', a playful holiday grocery concept store. Imagine your local supermarket but stacked with beauty products that are packaged like nostalgic British conventional groceries.
The one-of-a-kind beauty pop-up store will be a one-stop-shop shopping experience where you can find big beauty bonanza gift sets and irresistible bestsellers. This beauty playground allows visitors to grab a cart and walk along the aisles and browse the shelves for premium beauty gift sets from Benefit, such as ultra-collectable sets for brows, pores, lashes, cheeks, limited-edition supermarket kitsch beauty gift sets and fresh off-the-market holiday stocking fillers.
Visitors will find favourite nostalgic British household delights such as cans of ‘Peas, Love & Pores’, ‘Soup’d Up Beauty’, ‘BADGAL Energy Beauty Booster’ energy drinks, ‘Whole Latte Lashes’ vibrant coffee cup stocking fillers, ‘Extra Glam Infused’ olive oil keepsake tins and reusable ‘Lookin’ Crisp’ packet makeup bags. Shoppers can collect and buy limited-edition merch including Benemart supermarket trolley tokens and Benemart makeup bags.
The wonder-supermarket will also offer 1:1 consultations, free sampling, the chance to win deluxe-sized beauty prizes at the Benemart gumball vending machine.
Benefit will open two pop-up concept stores in Selfridges London, one in the newly refurbished Beauty Hall and one in the famous Food Hall before heading to Selfridges Trafford Centre in Manchester on the 28th October 2024. The activation will launch nationwide at Benefit Boutiques September 2024.
Sarah Harbon, General Manager, Benefit Cosmetics UK & Ireland, said: ‘We’re thrilled to announce the global opening of our first Benemart concept store in partnership with Selfridges. Step into the bold and exuberant world of Benefit, where our brand, iconic products and collectable giftsets truly come to life. Experience beauty like never before with an immersive shopping adventure that blends our unique brand storytelling with the fun, unforgettable experience that only Benefit can offer.’
Benefit launched in 1976 and is famous for delivering fun, "unconventional and unparalleled" pop-up experiences. Some of its most iconic feel-good products are the Benetint, The POREfessional Primer, BADGal Bang! Mascara, and Precisely, My Brow Pencil.
When: 22 - 28 August 2024 (in the Beauty Hall) & 29 August - 29 September 2024 (in the Food Hall)
Where: Benemart Selfridges Beauty Hall London & Benemart Selfridges Food Hall London, 400 Oxford St, London W1A 1AB
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