Benefit Cosmetics’ latest pop-up could be mistaken for a gym

The new Anti-Gym space in London celebrates the launch of the brand’s new Benefit Brow Zings Pro Palette

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.

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