Benefit Cosmetics set to launch Pop-up Parlour which will be powered by Guidebook experiential app

Leading beauty brand Benefit Cosmetics has appointed mobile app specialists Guidebook to create an interactive experiential app as the platform to deliver its forthcoming Roller Lash launch campaign. The ‘Curl’s Best Friend’ campaign has been developed to launch Benefit’s newest mascara, Roller Lash.

Later this month, Benefit will open Curl’s Best Friend - a three-storey curl and cocktail bar in London’s Soho. The pop-up bar, open for a month, will enable customers to re-live 1950s beauty parlour indulgence and enjoy cocktails and cupcakes during pre-arranged hair and beauty appointments using the app built by Guidebook.  

The Curl’s Best Friend app, which was developed as an integral element of the experiential campaign, offers social sign on functionality, enabling users to log on with their preferred social network, and allows appointment bookings, bar table reservations, photo sharing and access to a live news feed. Benefit aims to leverage the app as the primary platform for engaging with its customers, encouraging app downloads, social media interaction and photo sharing to extend the Roller Lash launch experience.  

Kyra Oates, Head of Events and Promotions at Benefit, says: “We are truly excited about using this app for the campaign as this is a first for us. When launching experiential events like this, it can sometimes be tricky to measure engagement and reach, but with the app we are driving everything from one platform which gives us great measurability, as well as a great experience for our customers. Guidebook has really understood our aims with this and helped to create a flexible app to accommodate our needs. We’re really looking forward to seeing how our customers use it.”  

Wayne Morris, General Manager, EMEA, at Guidebook, adds: “The team at Benefit have really embraced the power of the possible with this experiential app. We’re delighted to be working with them to help create the experience powered by the app and extend the reach beyond the physical event itself. The great thing about using our platform is that it offers a high degree of flexibility and real-time updates so that Benefit can develop the experience as they go. We are looking forward to seeing it in action.”  

After the initial London launch, Benefit plans to take the Pop-up Parlour concept on the road from 17th April to other UK destinations to be revealed closer to the date. The Curl’s Best Friend app will be pivotal in revealing locations of the pop-up parlours and encouraging appointment bookings and interaction.

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