Bluewater hosts Benefit spacecraft experience
Benefit Cosmetics, the US make-up brand, has launched a new one-day experience at the Bluewater shopping centre to celebrate the arrival of its new BADgal BANG! mascara.
Bluewater shoppers were greeted by pink astronauts on the lower Rose Gallery outside M&S and were then ushered into a silver space capsule so they could be “strapped in” to try the new product. They were also invited to follow the space-themed action on social media using the hashtag #badgalbang in a Facebook live streaming event hosted by Benefit.
Liz Beardsell, senior events manager, at Benefit Cosmetics, said: “Bluewater was the perfect host for the launch our BADgal BANG! mascara, and our striking silver space pod and pink astronauts delighted and enticed guests in equal measure. As a brand, we’re known for our outstanding products and focus on experience, an approach we share with Bluewater, which made the launch such a success.”
The Benefit Cosmetics launch follows Chanel selecting Bluewater as one of only three locations outside Bond Street for its Gabrielle fragrance launch last year. In the last 12 months, Bluewater has also hosted numerous other high-end beauty and fragrance brands for exclusive events and product launches by brands such as Clinique, Molton Brown, Aramis and Paco Rabanne.
Sharon Smith, commercial partnerships manager at Bluewater, said: “This unique intergalactic-themed mall activation and launch of BADgal BANG! mascara provided an unmissable experience at Bluewater, one that could be enjoyed both at Bluewater and online by our guests.”
