Benefit Cosmetics Global Product Launch: Benefair

Charged with building out and executing their first ever global product launch, local beauty giant Benefit Cosmetics retained DPEM to be the mastermind behind logistics and design of the multi-day program. DPEM managed program conceptualization, creative production, hotel management, transportation, venue solicitation, F&B, AV and lighting, design and entertainment for a series of events from their San Francisco headquarters to Alcatraz Island.

We will be featuring each event here on the blog. First up: Benefair.

Designed to bring the Benefit Cosmetics brand to life, DPEM designed the program’s opening event, “Benefair,” to communicate the brand’s DNA to guests through activation of their story, services and star products. The 150 VIP global beauty editors were invited to the headquarters, which was completely transformed into a Benefit-themed fair through brand relevant decor, for a day of fun. Food and beverage was themed to various local neighborhoods, and each station was built out with decor to match to give guests a tour of San Francisco without having to leave the building. Brand experiences were provided with custom fabricated booth games that activated products, brand-sensitive fair entertainers, a live Instagram booth booth for social media promotion and “Make Uppers” to offer cosmetic services to guests.

All photography shot by JSP Visuals.

Posted by: Lindsay Sutherland, Event Photos, Past DPEM Events