Benefit Cosmetics have thus far bestowed the British public with a great many things. Who could ever forget that make-up bag mainstay Benefit Hoola Bronzer, £27, or the mascara that Beauty Editors up and down the country fell head over heels for, Benefit Roller Lash Mascara, £22.50? Well this week they're at it again, and their latest gift to the British beauty scene comes in pop-up form.
Opening up to the public on Friday 31st January at Protein Studios, 31 New Inn Yard, EC2A 3EY, and staying in situ until 7pm on Saturday 1st February, the concept brings the best of Benefit Cosmetics' brow products to Shoreditch. The concept? A super pink BeneFIT Anti-Gym where customers will be encouraged to pump up their brows, not their biceps. Oh we like that. We like that a lot!
The concept celebrates the launch of the new Benefit Brow Zings Pro Palette, £32.50, a new dinky, slim and utterly portable palette that comes with longwearing (they last 12 hours) powders to fill in, along with high pigment waxes to shape and define. Gimme.
Guests will be offered a transformation session from one of the Anti-Gym's in-house BT. BT? Brow trainer of course! The BeneFIT BT will whip each brow into shape and sculpted to perfection. Benefit's signature brow wax and tinting services will also be offered at the pop-up, at a 10% discounted rate. The surroundings will be very, very, pink, and thoroughly Instagram-able. Obviously.
Guests will have the chance to win a key to one of the 'lucky lockers' filled with £100 worth of Benefit brow products
Add into the mix the fact that each day BeneFIT Anti-Gym guests will have the chance to win a key to one of the 'lucky lockers', filled with £100 worth of Benefit brow Products and you have yourself one must-visit, must-snap, must-rave-about pop-up.
Whether you're a local, or you're visiting the Big Smoke for the weekend, add this baby to your must-visit list. London's museums are great and all, but a discounted brow wax and the chance to win a shed load of Benefit Cosmetics swag? Come on now.
All The Details
What: BeneFIT Anti-Gym Pop-Up
Location: Protein Studios, 31 New Inn Yard, EC2A 3EY
Opening Hours: 10am - 7pm, Friday 31st Jan - Saturday 1st February
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