Benefit Cosmetics launches Glastonbury brow drive-thru

The make-up brand is offering free beauty and brow services to party-goers traveling to Glastonbury Festival

Benefit Cosmetics will be plucking and primping on route to Glastonbury Festival this summer.

From 21-23 June consumers can visit the brand’s brow and beauty drive-thru on their way to the five day event for free brow waxes, festival essentials and live DJs.

The GlastonBrow drive-thru is described as a pink beacon in the British countryside for revellers waiting on the main road to enter Glastonbury Festival.

“Festivals are exciting but we know how tedious it can be waiting in the queues before going into the grounds,” Kyra White, Head of Brand Activation at Benefit, told Cosmetics Business.

“Laughter really is the best cosmetic and so we wanted to induce some fun into the traffic queue.”

For seven years the brand has taken part in the music festival season with brand activations inside the likes of Bestival and On Blackheath festival grounds.

“Benefit is known for its irreverent, quirky, retro packaging and so a Beauty and Brow Drive Thru was an obvious choice and we cannot wait for people to experience it,” White added.