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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Pretty in Pink: See Inside Benefit Cosmetics’ First-Ever Pop-Up

The beauty brand created a 1950s-style diner to launch its latest product.

Michele Laufik
January 30, 2019

To launch its newest product, Benefit Cosmetics hosted its first-ever pop-up shop called the Roller Liner Diner on Melrose Avenue in Los Angeles.

The vibrant pink space, which was open to the public for two weeks from January 12 to 21, served as a way for visitors to try out the product in a quirky, throwback setting. “At Benefit, we always say that our vibe is modern with a nod to the past. Our products are fresh and innovative, but our soul is retro and whimsical. This is why we chose a diner theme. Additionally, the packaging of Roller Liner is inspired by retro hair rollers, again a nod to the past,” explained a Benefit Cosmetics spokesperson.

For an authentic feel, the beauty brand took over the original Johnny Rockets location, which closed in 2015, repurposing many of the restaurant's 1950s-inspired elements for the pop-up space. Pop Up Mob in collaboration with creative design studio Animi handled production of the space.

Inside, guests could watch product demonstrations and test out the new Roller Liner liquid eyeliner product, which was also available for purchase, along with other brow products and exclusive merchandise. Plus, ice cream sandwiches and cones from the Milk shop were handed out.

Benefit partnered with OpenTable, allowing customers to reserve a spot at the diner. Around 4,700 guests visited the space over the course of the two-week run. There are currently no plans for the diner to travel to other cities.

Benefit took over a Johnny Rockets restaurant that had closed in 2015, covering everything in pink and repurposing some of the existing 1950s-inspired elements for its pop-up space.
Benefit took over a Johnny Rockets restaurant that had closed in 2015, covering everything in pink and repurposing some of the existing 1950s-inspired elements for its pop-up space.
Photo: Courtesy of Benefit Cosmetics
The entire restaurant and outdoor space was covered in the brand’s signature bubblegum pink color.
The entire restaurant and outdoor space was covered in the brand’s signature bubblegum pink color.
Photo: Courtesy of Benefit Cosmetics
Visitors could watch product demonstrations and test out the new Roller Liner liquid eyeliner product on site.
Visitors could watch product demonstrations and test out the new Roller Liner liquid eyeliner product on site.
Photo: Courtesy of Benefit Cosmetics
A soapy kitchen sink overflowing with faux bubbles served as a popular photo opp.
A soapy kitchen sink overflowing with faux bubbles served as a popular photo opp.
Photo: Courtesy of Benefit Cosmetics
Mirror manufacturer Riki Loves Riki provided the branded countertop mirrors, which featured magnets so guests could attach their phones to easily snap a selfie.
Mirror manufacturer Riki Loves Riki provided the branded countertop mirrors, which featured magnets so guests could attach their phones to easily snap a selfie.
Photo: Courtesy of Benefit Cosmetics
Guests could pose on a retro scooter with a sidecar on the patio area.
Guests could pose on a retro scooter with a sidecar on the patio area.
Photo: Courtesy of Benefit Cosmetics
Vintage candy vending machines were repurposed and stocked with Benefit products.
Vintage candy vending machines were repurposed and stocked with Benefit products.
Photo: Courtesy of Benefit Cosmetics
Roller-skating servers were costumed in ‘50s-style uniforms.
Roller-skating servers were costumed in ‘50s-style uniforms.
Photo: Courtesy of Benefit Cosmetics
Brand reps were on hand to assist guests with Benefit products.
Brand reps were on hand to assist guests with Benefit products.
Photo: Courtesy of Benefit Cosmetics
Guests could score swag from a sticker-decorated claw machine.
Guests could score swag from a sticker-decorated claw machine.
Photo: Courtesy of Benefit Cosmetics
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