Benefit launches pop-up initiative on board a docked boat in London

By

Barbara Santamaria

Published
Apr 8, 2016

The cosmetics brand Benefit this Saturday 9th April opened its ‘Good Ship Benefit’, a five-month retail and entertainment initiative located on board the permanently-docked boat R.S. Hispaniola, moored at Victoria Embankment.

Spanning three floors, the pop-up offers visitors a variety of Benefit branded services to celebrate the label’s iconic products.

The salons include the POREfessional Vault (where the secrets of flawless skin are unlocked), Hawaiian-inspired decks offering cocktails and fitness classes, a Lashtitude Restaurant, a Brow Lounge (hosting ‘brow experts’ for a signature service) and the Pinkton Parlour.

A further host of events are planned to take place throughout the summer season.

The San Francisco-based cosmetics company is not new to brand activation events like the Good Ship Benefit. Last year it launched a 1950’s inspired pop-up beauty parlour in London’ Soho to celebrate the release of its Roller Lash Mascara.

According to media reports, the initiative was visited by nearly 3,000 people in four weeks.

Benefit was founded in the mid-seventies by twin sisters Jean and Jane Ford. The beauty brand now belongs to luxury group LVMH and has over 1,400 locations all over the world.