How well can you conceal – captured!

the brief

Benefit wanted to make a big impact with the release of their new concealer collection. Taking to the streets of London and Edinburgh for two exciting product launches, they brought a fantastic booth designed around their new products and wanted to encourage consumers to engage with them.

noonah was asked to provide photo tech for the booth that would give consumers a cheeky surprise.

the solution

noonah created something completely bespoke for Benefit to fit inside their appropriately named ‘Booth of Truth’.

Guided by brand ambassadors, consumers entered the booth and told their beauty secrets. Hidden in the booth was a little Benefit elf, typing the secret on the screen. Consumers took a selfie within the booth guided by the fully branded system.

In line with the concealing theme, consumers could then decide whether they wanted to reveal or conceal their beauty secret which appeared on their selfie alongside Benefit branding.

All of this custom software development was completed in 4 weeks.

the results

Whilst their photo was being printed the consumer was prompted to share their image to social media or to email it to themselves to keep!

The polaroid picture of consumers “Booth of Truth” experience popped out of a secret hole in the wall along with a complimentary Boi-ing concealer sample! Consumers were surprised with how quickly their secret appeared on the screen – they had no idea about our hidden Bene-babe in the photobooth!

With over 700 prints taken away from the booth, consumers clearly wanted a keepsake of their unique experience.

Noonah has been retained to deliver further events for Benefit.

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