Benefit asked us to launch their new Boi-ing Cakeless Concealer to the press, the public and to beauty influencers. They wanted an unusual idea that could reach a large audience with minimum investment, crucially the activity had to communicate the products unique “Cakeless” properties.

Inspired by the products strapline “Eat Cake, Don’t Wear It” along with  the limited budget available we approached Deliveroo with the idea of creating a unique partnership with Benefit.

For one day only beauty aficionados (and cake lovers) could order bespoke “cakes & concealer” via the Delvieroo app.

Each delivery was accompanied by a Benefit Beautician
armed with Boi-ing Concealer to carry out a personal colour match using the new product.

The partnership with Deliveroo opened up their national network - allowing us to activate across London, Manchester and Glasgow.

The consumer facing deliveries were preceded by a series of retailer, influencer & media visits to outlets such as Vogue, Asos, Debenhams & Hello - ensuring the initiative was heavily promoted across a number of channels ahead of the public launch.