Already an established and successful phenomenon in Europe and the US, we created a full service campaign to launch the first (of many) Benefit Brow Bars in HK. The campaign included all PR and focused on an innovative press event designed to educate journalists in the importance of having perfect brows. Themed around going “Back to School”, the event was held at an unusual themed venue and featured local celebrity Feng Shui mistress Mak Ling Ling. Since this initial launch, Benefit has opened a further 4 Brow Bars.
Photography: Red Dog Studio