Benefit Cosmetics is promoting the launch of its Pore Care collection and the expansion of its POREfessional line with a two-week pop-up in London’s Covent Garden.
Running from 18-31 March in the UK shopping destination’s James Street, the London Pore Wash is the second of several similar events in the LVMH-owned brand’s calendar.
A Broadway pop-up in New York took place 3-5 March.
Described as a ‘sensorial playground’ and taking cues from an old-school car wash, the POREfessional Pore Wash events include multi-sensory rooms, diagnostic tools, and pore education via virtual TikTok live streaming, plus a studio that lets visitors create their own #SkinToks.
Toto Haba, Benefit Cosmetics’ SVP of Marketing & Communications, explained that similar activations are set to take place in key markets.
“We really wanted to make an event that invited customers into the experience, so, when we sat down and thought of this, we thought let’s do a pop-up shop, but let’s not just do it in one place, let’s do pop-up shops throughout the world,” said Haba.
“We actually launched this in New York about two weeks ago, we had an event there for three days, which was really successful and a lot of people came through.
“We’re going to do this here in London now, we’re going to take this to Dubai in the Middle East, we’re taking it to Shanghai in China as well – and it’s going to go throughout the world, because we really do want to show people this amazing Pore Care line that we have.”
'We know pores': the Benefit approach to range building
The Pore Care line itself dropped in February and comprises Good Cleanup Pore-Purifying Foaming Cleanser; Tight’ N Toned Pore-Refining AHA + PHA Toning Foam; Get Unblocked Pore-Clearing Makeup-Removing Cleansing Oil; Deep Retreat Pore-Clearing Clay Mask; Smooth Sip Lightweight Smoothing Moisturiser for Pores; and Speedy Smooth Quick Smoothing Pore-Mask.
Additionally, the brand recently added POREfessional Lite, with a lightweight breathable formula, to its POREfessional range, which also includes the original face primer, a hydrating version and POREfessional Supper Setter Spray.
The original POREfessional primer has sold more than 43 million units since its launch just over a decade ago.
Benefit Cosmetics' Pore Care line launched in February
Benefit’s Chief Beauty Ambassador, Annie Ford Danielson, explained that Benefit’s approach to building a full range around the action of this hero product was akin to its product expansion in the eyebrow category in the previous decade.
“We don’t want to own all aspects of skin care, we don’t have any desire to do that,” she said.
“But we know pores – and we’ve known pores for a long time.”
Ford Danielson refers to Benefit’s laser-focus approach to building a core category – be it pores or brows – as “putting our blinders on”.
“That’s always been our recipe for success,” she told Cosmetics Business.
“We love a trend, don’t get me wrong – we will always play.
“But we don’t innovate based on ‘what’s next’. We create categories that are going be here for decades, because that’s how we run our business.”
The brand’s pore expertise led it to target three areas with the Pore Care range: clearing clogged pores, visibly minimising pores and smoothing the texture of the skin.
“The idea is, if you’re concerned about minimising the look of your pores, clearing your pores, smoothing the look of your skin, it’s not about having to use all of these [products] together, but adding one of these into your routine,” said Jared Bailey, Benefit’s Global Brow Expert and spokesperson.
“So you’re actually addressing your pores, just like you would address all of your other skin attributes, be that under eyes, redness, or how some people want to fight wrinkles.”
Those who wish to attend the London POREfessional Pore Wash are advised to reserve their slot at the event’s ticketing site.