Benefit rolls out ice cream van with face-contouring tricks

Earlier this yr, Benefit rolled out a promotional marketing campaign that protected a visiting “Brow Bus” that helped the brand nook a 60% proportion of the United Kingdom’s £20m eyebrow market.

Evidently figuring out to stay with what works, the cosmetics brand now plans to take a chunk out of the growing craze around contouring products with a themed ice-cream van.

Contouring, the use of darker and lighter sun shades to shape characteristic using shadows and highlights, is a expert makeup artist trick that won recognition amongst purchasers thank you in massive part to influencers such as Kim Kardashian and Kylie Jenner.

UK facts organisation IRI credits this trend with doubling the income of bronzers to £43m up from £23m closing year.

Cashing in this craze, Benefit has parlayed its top-selling luxurious bronzer, Hoola, into the Hoola Quickie Contour Stick, which combines a highlighter and a bronzer.


The van, so that you can be hitting English seasides all summer time, will provide quick contours and providing loose samples of the brand new product to fanatics who have posted on social the use of the #nolonghaul tag.

“Launching our Hoola Ice Cream Van this summer and con-traveling the length of the UK manner we’re able to offer that iconic Hoola glow to Brits with out the want to journey abroad,” Benefit’s head make-up artist, Lisa Potter Dixon stated.

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