Benefit has revealed its new Badgal Bang! volumising mascara (£21.50), touching down in stores in the UK on 1 February.
The brand hosted a VIP party to celebrate the global reveal, with celebrity attendees including reality TV star Amber Dowding, professional dancer Danielle Peazer, and Israeli socialite Hofit Golan.
Benefit centred the product launch around its key ingredient, aero particles, which are the lightest raw materials in the atmosphere and commonly used to make satellites, spaceships and spacesuits.
The wand has 360° reach to help cover lashes from corner to corner and is designed to last for 36 hours. The spaceship-inspired packaging features a grooved handle, and an extra-long mascara wand.
Prior to the launch, Benefit heavily promoted the release with an out-of-this-world theme, creating hype among fans.
It set up silver spacecraft pop-up stores in Kent’s Bluewater Shopping Centre, on Market Street in Manchester and Queen Street in Cardiff.
The brand also released a promotional video featuring pink astronauts delivering the mascara to various beauty influencers and writers including: Jessica Diner, Vogue’s Beauty & Lifestyle Director; Lisa Oxenham, Marie Claire’s Beauty Director; and Beauty Youtuber, Nadine Baggot.
It also released image of the fuchsia pink astronauts touring various landmarks in London, including Millennium Bridge, Carnaby Street and on the underground.
