Benefit Cosmetics has launched a new seasonal pop-up at Selfridges stores across the UK ahead of the Christmas gifting season, which includes an exclusive Benetint bag charm.
The whimsical game-themed Beneland concept will open at the department store’s London location from 11 September, and also appear at its sites in Manchester and Birmingham during the month.
Benefit’s beauty playground will highlight the brand’s board game-inspired gift sets for the holiday season, including its sell-out beauty advent calendar.
Designed to look like a Rubix Cube, the ‘Glam cube’ Christmas countdown (£135) offers 24 full-size and mini products across skin care and make-up.
The calendar is an "homage to a classic toy practically everyone around the world has grown up with," Diana Hong Elsey, Senior Vice President Global Creative Marketing at benefit, told Cosmetics Business.
"You can twist it and turn it, unlocking our products as you count down to the holidays. It is playful, it is cheeky, and it is very Benefit. And I guarantee it will be one of the most fun gifts a customer can get this season.
"But this is not just a collection, it is a multidimensional world where customers can come to play."
"Our holiday moments always start from an experiential place – In this case, we turned the idea of 'fun and gamesf into a full-blown world we are calling Beneland."
Stocking filler gift sets include Browminoes, containing three brow products in a dominoes-style packaging (£34), and Queen’s Glam-Bit two-piece mascara set in a chess piece shaped tin (£34).
Each pop-up location will also offer in-store services, special engravings and the chance to win free samples, as well as free gifts with purchases valued more than £32.
This includes a limited-edition Benetint bag charm – tapping into Genz Z and millennials love of beauty merchandise – with purchases of more than £65 or £75, depending on the location.
The charm is a soft toy of the brand’s iconic Benetint lip and cheek stain with a smiley face, and comes in three different colours.
The availability of the charm comes as branded beauty toys become the next cult status purchase.
“We are thrilled to be partnering with Selfridges for the second year and bring to life Benefit’s bold and exuberant storytelling, with unforgettable play-centric shopping experiences," Sarah Harbon, General Manager at Benefit Cosmetics, UK & Ireland, told Cosmetics Business.
Beneland will run in Manchester’s Trafford Centre Selfridges store until 14 September, at Selfridges London Beauty Hall until 24 September, and at Selfridges Bullring Birmingham location until 28 September.