Benefit has launched a 1950s pop-up beauty parlour at 26 Greek Street, Soho to promote its Roller Lash mascara. The Curl's Best Friend curl and cocktail bar, which will run for a month, is spread across three floors and is dedicated to embracing the 'curl'.
Designed by creative design agency The Persuaders, the venue allows visitors to relive 1950s beauty parlour indulgence and enjoy three theatrical floors of fun, glamour and pampering. On the ground floor there's a bar serving cocktails and cupcakes. Guests can relax in Benefit's lush vintage chairs for a gossip with the girls. Here they can try out the new Roller Lash mascara. Upstairs on the first floor is the beauty parlour and curl station. Floor two is the secret floor. As night falls, the Noir Bar bar serves cocktails from 7pm.
The transformation of the building has been quite phenomenal, from the old Bay of Bengal restaurant with its wonky floors and crumbling floors. The Persuaders designed bespoke furniture pieces, lighting and art installations as well as finding and renovating vintage furniture. 'This project has been like a wonderful creative treat to work on. Bringing the brand to life in such a creative way is a pure joy and to see people's amazed faces and positive reactions as they walk in is the best compliment,' says creative director, Andy McDonald.
The store is backed up by the Curl's Best Friend by Benefit app where girls can book beauty services, reserve bar tables, share photos and browse live newsfeeds. For those outside of London, Benefit's Curls Best friend tour parlour will be hitting the road from 17 April 2015.