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Beautiful smiles with Benefit Cosmetics | Westfieldrise
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Beautiful smiles with Benefit Cosmetics

Keyfacts
  • Global cosmetics brand visits Ruhr Park Bochum with its roadshow
  • In-coach brand experience initiates costumer journey
  • Visitors actively involved in prizewinning activity and product sampling

“Laughter is the best medicine”, as the saying goes. But laughter is also a health enhancer – and a beauty enhancer to boot! That’s why San Francisco cosmetics manufacturer Benefit Cosmetics chose the slogan “Laughter is the best cosmetic”. The company also radiates this in the campaign for its latest “Pore Care” product range. Benefit Cosmetics parked its promotion bus on the forecourt at Ruhr Park Bochum on 15 April.

All aboard for a brand experience!

At Ruhr Park Bochum, the light-blue 12-metre-long bus in which Benefit Cosmetics had created a colourful, surreal-looking brand experience, proved to be a real eye-catcher even from a distance. “More for Pore” was emblazoned on the bus in large letters – after all, the roadshow is all about the brand’s new “Pore Care” range. Large 3D displays in the form of products in the new series drew attention to the promotion outside the bus. Also on hand were competent expert advisors offering samples to interested passers-by and inviting them onto the bus to familiarise themselves with the new care products. Those who felt like spinning the Benefit Cosmetics wheel of fortune also had the chance to win great prizes.

A veritable skin care paradise awaited visitors inside the branded coach. The audience got to know the products in the “Pore Care” range in four experience zones. The interior design was based on that of the product line, with experience zones echoing the design of the three product categories in purple, yellow and turquoise. The playful design was in keeping with the Benefit Cosmetics tag-line “Laugh and have fun – because that’s when we’re at our best”.

Everyday luxury in URW centres

Bochum was the first stop on the Benefit Cosmetics roadshow across Germany. The Ruhr Park promotion was well received by the public, with the Benefit Cosmetics brand experience certainly putting a smile on many visitors’ faces. The Westfield Rise team was also happy with its promising first collaboration with the cosmetics manufacturer.

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