Benefit Cosmetics has launched a new seasonal pop-up at Selfridges stores across the UK ahead of the Christmas gifting season, which includes an exclusive Benetint bag charm.
The whimsical game-themed Beneland concept will open at the department store’s London location from 11 September, and also appear at its sites in Manchester and Birmingham during the month.
Benefit’s beauty playground will highlight the brand’s board game-inspired gift sets for the holiday season, including its sell-out beauty advent calendar.
Designed to look like a Rubix Cube, the ‘Glam cube’ Christmas countdown (£135) offers 24 full-size and mini products across skin care and make-up.
Stocking filler gift sets include Browminoes, containing three brow products in a dominoes-style packaging (£34), and Queen’s Glam-Bit two-piece mascara set in a chess piece shaped tin (£34).
Each pop-up location will also offer in-store services, special engravings and the chance to win free samples, as well as free gifts with purchases valued more than £32.
This includes a limited-edition Benetint bag charm – tapping into Genz Z and millennials love of beauty merchandise – with purchases of more than £65 or £75, depending on the location.
The charm is a soft toy of the brand’s iconic Benetint lip and cheek stain with a smiley face, and comes in three different colours.
The availability of the charm comes as branded beauty toys become the next cult status purchase.
Beneland will run in Manchester’s Trafford Centre Selfridges store until 14 September, at Selfridges London Beauty Hall until 24 September, and at Selfridges Bullring Birmingham location until 28 September.