tbk Group has brought together the UK’s number one dry shampoo brand, Batiste, and the UK’s no. 1 premium cosmetics boutique, Benefit, for a partnership campaign to launch Batiste’s new premium range of dry shampoos.

Benefit will be giving away exclusive trial size Batiste products with every purchase and are launching the partnership with experiential activity in Benefit’s Carnaby Street store, offering free hair makeovers provided by Batiste’s expert hairdressers.

The promotion is designed to educate customers about Batiste’s new dry shampoo range, which is tailored to individual hair care needs, and it coincides with a TV launch campaign, Rethink Dry Shampoo.

Batiste brand owner Church & Dwight tasked TBK with ensuring their product was put directly into the  hands of women that actively seek premium beauty and fashion brands that meet the needs of their busy social and work lives. Traditional high footfall areas such as train stations and supermarkets would not have enabled a premium or immersive experience with the Batiste brand, nor enabled brand ambassadors and hair stylists to talk to women about the variant that would best suit their hair type.

tbk Group won the business after a competitive pitch process and have delivered the whole brand experience, including facilitating the partnership with Benefit Cosmetics, developing in-store point of sale materials and providing brand ambassadors via tbk’s Live Experience division. The partnership and a related Gift With Purchase (GWP) offer, which will be running until mid-November in Benefit stores, will be amplified through both Batiste and Benefit’s social channels and also CRM activity to Benefit customers.

tbk Group Director Rachelle Headland says: “Benefit and Batiste are a great pairing for reaching busy women who want to look their best on the go. The tie-in will enable Benefit customers to reappraise Batiste products and their new premium range within an inspirational context.”

Batiste Senior Brand Manager Holly Dove adds: “Our core dry shampoo range has historically been differentiated by fragrance. Consumer insight shows that women shop for wet shampoos according to their hair type. Our Rethink Dry Shampoo campaign aims to get women to rethink everything they thought about dry shampoo. They can buy exactly what they need for their hair, it’s a lightweight and invisible miracle worker for freshening up and restyling your hair anytime and anywhere. The Benefit partnership was spot on in terms of positioning and reaching our audience.”

tbk Group (formerly The Big Kick) is a brand activation agency founded in 1999 creating local marketing programmes and integrated engagement and experiential campaigns for brands and retailers. It is the recipient of multiple awards for its campaigns, including the IPM Awards Grand Prix 2018 and five Gold trophies for its work with Lucozade.

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Benefit Cosmetics has teamed up with happiness expert Laura Jane Williams to create the Hello Happy House, designed to take guests on a journey through the differing states of happiness during an immersive ‘Happy Hour’ with a difference.

The launch of the experience is to highlight Benefit Cosmetics’ newest foundation range – Hello Happy.

Featuring four interactive rooms, guests will have the chance to indulge in an experience that’ll make that Benefit says will make them smile from ear to ear.

The space includes an Instagrammable glitter shower, a relaxation room, fun fair activities and an invigorating bounce room, which encourages visitors to tap into their playful side.

To help guests unleash their joy and silliness, Benefit enlisted Laura Jane Williams, regular columnist in national press and the author of ‘Ice Cream for Breakfast’, a guide to rediscovering your inner child. Laura will be hosting happiness workshops inside the Hello Happy House on Saturday 29^th June, during which she will unpack the concept of happiness and provide top tips on how to avoid self-judgement and be more playful every day.

Laura says: “When I was researching for my book, what came up again and again is how hard it can be to be ‘adult’ – sometimes we just want to be the carefree child inside of us. This is a chance to laugh deeply, be playful and curious, and emerge on the other side brighter and lighter and more beautiful because of it. The Hello Happy House is the perfect wellbeing escape in today’s hectic world.”

Benefit Cosmetics’ Head of Brand Activation, Kyra White, explains; “At Benefit we truly believe that laughter is the best cosmetic. The Hello Happy House is the place to go to giggle, relax and generally take an hour out of your day for you. We are a nation of big kids and this is the perfect place to rediscover your inner child.”

Guests will be welcomed to the Hello Happy House where they will begin their own ‘Happy Hour’. Escorted through each room, they will get the chance to experience the Benefit world of fun and happiness, through the sequence of truly immersive activities!

To celebrate the launch the new Hello Happy range, once an hour a brand new foundation will be given away to one lucky fan (or Benebabe, as the brand calls them) in their perfectly colour matched shade. To win, consumers need to find the golden Hello Happy product, hidden somewhere within the Hello Happy House.

The Hello Happy House will be open to the public on Friday 29th and Saturday 30th June 2018 at The White Space on London’s Great Newport St from 11.00AM- 8.00PM on a drop in/first-come, first-served basis.

Benefit Cosmetics’ will then be hitting the road and bringing elements of the Hello Happy House to Bristol’s Cabot Circus Shopping Centre on Saturday 14^th July and Cardiff’s St David’s Shopping Centre on Sunday 15^th July.

Benefit Cosmetics was founded in San Francisco in the 1970s. It now has 2,000 BrowBars in 41 countries worldwide and claims to be the world’s number one brow brand.

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Benefit Cosmetics ran an activation at London’s Southbank Centre earlier this week featuring an Extreme Brow Bar – a cosmetics counter experience on a scissor lift truck which gave consumers the chance of a complementary brow wax, style and pamper brow 65 feet up in the air, with views over the River Thames and London skyline.

The Extreme Brow Bar was open for one day only as part of a promotional experiential activation to support the launch of GimmeBrow+.

Consumers with a problem with heights were offered the same treatment from the ‘BrowMobile’ brow bar on wheels, parked alongside the scissor truck.

Benefit is also running a 15% discount offer off any brow service or product for consumers who trade in their tweezers at any standalone Benefit Boutique until 22nd April 2018.

Benefit Cosmetics was founded in San Francisco in the 1970s, It now has 2,000 BrowBars in 41 countries worldwide and claims to be the world’s number one brow brand.

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