Benefit Cosmetics is encouraging customers to pump their eyebrows, not their biceps, at its new must-see Anti-Gym pop-up in London, UK.
The two-day pop-up is set to open on 31 January at London’s Protein Studios, Hackney, and celebrates the launch of the brand’s new Benefit Brow Zings Pro Palette (£32.50).
The portable palette features four longwearing powders to fill and shape brows, and three waxes, two high-pigmented and one clear, to sculpt and define.
Meanwhile, the dual-ended brushes are designed for precise application and blending.
All shoppers will be offered a ‘transformation session’ to have their eyebrows shaped and sculpted.
The LVMH-owned beauty brand has consistently delivered novel retail concepts and partnerships.
Last year, Benefit teamed up with London-based food company, Mother Clucker, on its Just Wing It pop-up to reveal its liquid Roller Liner; and Deliveroo to celebrate its Boi-ing Cakeless concealer, offering a Cake-Away service to purchasing customers at Benefit shops.
Meanwhile, in 2018, the brand introduced its Extreme Brow Bar offering brow waxing, styling and tinting at 65ft high.
