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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Trade and consumer DIY store chain Wickes has reintroduced its ‘Buy now, do it later’ campaign, and is backing it with a new initiative, Wickes Trips, which encourages customers to take advantage of the fantastic seasonal offers in store over Easter, but then leave the work for a later date, and enjoy the extra time with their nearest and dearest.

The campaign is supported by in store POS, radio advertising and social media events offering customers the opportunity to win more prize trips.

Wickes has appointed marketing agency tbk Group to create and manage the new Wickes Trips initiative, which offers every Wickes customer the opportunity to take advantage of discounts on experiences, days out and UK holidays.  By sourcing a number of different activities and breaks, tbk has created a campaign offering a guaranteed reward to every Wickes customer shopping either in store or online between March 14^th  and April 15^th 2018, regardless of their level of spend.

Experiences, rewards and discounts on offer include bungee jumping, weekend breaks, Haven Holidays, kids’ passes, golf, swimming, paintballing, trampolining and more.

To claim a reward, shoppers have to go online to the promotional website, www.wickestrips.co.uk, fill in their personal details and the unique reference number from their till receipt and upload an image of the receipt.

Matthew Gaunt, Wickes Customer & Communications Director, says: “This is a great way to reward all our customers – and enhance our brand strategy at the same time.”

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