Benefit pampers the customers other cosmetics companies can’t reach with innovative activation


Image of Benefit's sampling campaign pink 4x4 BrowMobile


Benefit is using the BrowMobile – a brow bar on wheels – to tour the UK as part of an inventive sampling and experiential marketing campaign.


The brand decided it was time to bring their services to the customer – and the BrowMobile let them do this in a fun, quirky way. It shows their customers that they’re happy to go to them anywhere, plus it’s perfect for Instagram. Great for a brand like Benefit which doesn’t do traditional above-the-line advertising.


The BrowMobile is a 4×4 all-terrain vehicle in Benefit’s signature pink with a Benefit Boutique inside. It’s been visiting consumers whether they live in a city, a country lane or a mountain pass. The vehicle is manned by brow experts who can wax, map, tint, shape and style brows.

Extending sampling reach

Most brands only activate their experiential marketing in major cities and towns, so this campaign is a really innovative way to reach out to more customers and reinforce brand loyalty beyond the usual places.


Image shows screenshot of Benefit's YouTube video about their BrowMobile sampling campaign

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