Benefit teams up with Uber Eats to give the gift of groomed brows

By Austyn King 15-Nov-2021

Shoppers will be able to order exclusive gift sets and party food combinations as well as professional eyebrow services at the LVMH-owned brand's eye-catching Home for the Holidays pink RV

Benefit Cosmetics has teamed up with Uber Eats to deliver consumers the gift of beauty in time for the holiday season.

Available for a limited time from the end of this month, shoppers will be able to order products from the LVMH-owned brand's beauty offering to their homes for super-speedy delivery, as well as exclusive gift sets and party food combinations such as Mascara and Masala, Brows and Burritos and Primer and Pizza, in a bid to make beauty shopping more accessible and enjoyable this party season.

To celebrate the partnership, the maker of Hoola Bronzer and Gimme Brow gel is also touring its Home for the Holidays pink RV 'brow mobile' across the UK, stopping at key cities including London, Manchester, Birmingham, and Edinburgh.

Shoppers can visit the van to discover a variety of brow treatments including free professional brow consultations, brow mapping and Benefit’s signature brow wax and tint treatments, while Uber Eats customers can also summon the van direct to their homes to provide a unique brow experience, according to Benefit.

Sarah Harbon, General Manager at Benefit Cosmetics, commented: “Customers are seeking more and more interesting way to discover their favourite beauty products, and with more people exploring, shopping and ordering tasty treats on mobile devices, we’re very excited to partner with Uber Eats to launch beauty products and for a limited time only, some very special brow services straight to customer’s doors."

Customers will also have the chance to win a holiday home transformation as well as £1000 worth of Benefit products, with a competition they can enter either by scanning the QR code at Home for the Holidays RV or by visiting Benefit Brow Bar counters at Boots stores across the UK.

Bringing beauty home

Beauty brands are increasingly tapping into on-demand delivery to offer consumers more convenient shopping experiences, with the latest partnership hot on the heels of Estée Lauder Companies' link-up with Uber Eats this May, followed by US pharmacy Rite Aid in September.

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Meanwhile, Benefit is also among a slew of beauty brands to have teamed up with Uber Eats rival Deliveroo in recent years, with the likes of John Frieda, LloydsPharmacy and Holland & Barrett bringing beauty and wellness products to customers in the safety and comfort of their homes during Covid-19 lockdowns.