Benefit Cosmetics’ annual philanthropy initiative, The Bold Is Beautiful Project, returns this Spring to celebrate its fifth anniversary. The UK’s number one brow authority will swing open the doors for Welsh Benebabes on Friday 25th May, to a (pink) interactive pop-up experience, designed for women to harness their most bold and beautiful selves and learn more about the two incredible charity partners, Refuge and Look Good Feel Better.
The Cardiff edition of the pop-up shop, located on the Grand Arcade of St David’s shopping centre, will be travelling through other cities across the UK including London & Glasgow, and will contain only pink donations. If it’s pink, we’ll have it there and one hundred percent of the sales* will be donated to the two brilliant charities!
Once again, the pop-up shops will be famously bursting with all-pink items donated by favourite brands including Missguided, Vivienne Westwood, Skinny Dip and Agent Provocateur. Back this year with an exciting twist, the immersive and entertaining space will offer visitors the chance to do even more, from browsing and snapping a series of mini-instillations (in every shade of pink!), to capturing candid photo moments inside a mirrored cube!
Guests will have the opportunity to feel good and contribute to the vital impact the two charities have on the lives of women and girls. After shopping, a team of experts will be on hand to offer brow treatments and a complimentary fun size Benefit mascara worth £10.50 with every brow wax.
With one hundred percent of every sale* and donation going to the charities, it is the perfect opportunity to load-up a shopping basket, all for a good cause!
Launching in London on Friday 27th April, Benefit will continue to turn the UK pink with a national tour of the pop-up throughout May, opening in Cardiff on Friday 25th May. Taking it beyond the pop-up experience, Benefit Cosmetics Brow Bars across the UK are offering customers a unique opportunity to help raise funds for the charities. For every brow wax in May**, Benefit will donate one hundred percent of its profits to the charities – plus customers will receive a FREE deluxe mini mascara worth £10.50***.
Benefit Cosmetics’ Head of Brand Activation, Kyra White, explains the brand’s commitment to spreading the feel-good approach to beauty well beyond its boutiques and counters: “Within the five years since Bold Is Beautiful first launched, we have raised more than 11 Million USD globally. This effort has enabled numerous charities around the world to continue doing the incredible work in supporting and empowering women. This May, brow waxing takes on a whole new meaning – so join the movement and see how your contribution can impact women and girls lives everywhere.”
Refuge is committed to a world where domestic violence is not tolerated and aims to empower women and girls to rebuild their lives, free from violence and fear, providing a range of life-saving and life-changing services. Look Good Feel Better, the only international cancer support charity hosts make-up workshops and masterclasses focusing on the problems associated with the visible side effects of cancer treatment
To donate directly to the charities or for more information visit: www.boldisbeautiful.com/uk