Curl’s Best Friend pops up in Soho for Benefit Cosmetics
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To celebrate the launch of its revolutionary new mascara, Roller Lash, iconic beauty brand Benefit Cosmetics is launching a vibrant three-storey curl and cocktail bar, ‘Curl’s Best Friend’.
The pop-up bar will be a place for girls to celebrate the power of curls.
Open for one month only from 27th February 2015, girls can re-live 1950s beauty parlour indulgence and enjoy three theatrical floors of fun, glamour and pampering. From eyelashes to hair, it’s all about embracing the curl:
Ground Floor: Enter the world of Roller Lash and head to the bar for a delicious signature cocktail and cupcake, then relax in Benefit’s lush vintage chairs for a gossip with the girls. Guests will also be able to try the new Roller Lash mascara; with its hook ‘n’ roll brush that grabs, separates, lifts and curls lashes, girls will be striking their prettiest pose.
Floor One: Head upstairs to the beauty parlour and curl station and receive a make upper or brow wax and tint from Benefit’s make-up and brow experts, or a voluminous, curly faux-blow from the resident hair-styling professionals.
Floor Two (the secret floor): As night falls and the lights dim, the bar will unveil a hidden secret, a place for girls to be fun and fearless. Climb the stairs and you may stumble across a secret door with a shadowy figure… it’s time to crank up the volume and become bold and beautiful in the Noir Bar, based on Benefit’s best-selling mascara they’re real! Open from 7pm each evening, the Noir Bar will be serving delicious, sultry cocktails.
The brand new ‘Curl’s Best Friend by Benefit’ mobile app enables girls to book in beauty and fauxblow services, reserve bar tables, share photos and browse live newsfeeds at their fingertips. The app is available for free download from the Apple App Store and Android Play Store.
Girls outside of London can still try the new Roller Lash mascara with a requisite serving of cupcakes and cocktails, in Benefit’s ‘Curls Best Friend’ tour parlour. The roadshow starts on 17th April.
Curls Best Friend is a creative delivered by agency DeVriesSLAM whilst the event has been fitted out by agency The Persuaders and staffed by Hel’s Angels.
’Curls Best Friend’ is situated 26 Greek Street, Soho, W1D 5DE and is open from 11AM to 11pm