Benefit to run drive-thru brow bar at Glastonbury

By

Sandra Halliday

Published
Jun 9, 2017

With festival season getting under way, Benefit Cosmetics said it will operate a drive-through service for Glastonbury festival-goers offering eyebrow maintenance designed to get people through what is frequently a wet and muddy event without too many beauty malfunctions.

The ‘Glastonbrow’ beauty station will be located on the main road heading to the festival (the A37 Fosse Way at Lydford On Fosse, Somerset). Looking like a cross between a retro petrol station and a drive-through burger restaurant, it comes in the brand’s signature pink while also having a DJ on-site. Visitors will be able to get a free brow wax and free product samples, as well as what the company is calling other “festival necessities”.

Significantly, it will be the first brow and general beauty drive-through in the UK and will be outside the festival for two days (June 20 and 21). If successful not could be a template for other beauty initiatives linked to mass attendance events.

There will, of course, also be a social media element with anyone who takes advantage of the service able to post pictures of themselves using the hashtag #BenefitBrows. If they do, they will be entered into a competition to win a year's supply of Benefit products.

The initiative features the convergence of more than one trend. Firstly we see a company going to where consumers can be found rather than expecting them to make the trip in the opposite direction. And the brow station also resents the ultimate example of blending product with experiences, which analysts frequently tell us is the future of retail and is key for reaching the Gen Z and Millennial consumer.