Event in the spotlight: Benefit Cosmetics product launch

This Space organised three pop-art-themed events to launch Benefit Cosmetics' new product.
This Space created a custom, colour-by-numbers tablecloth for one of the three events.

Event management and styling company This Space recently organised a series of colourful events to celebrate the launch of Benefit Cosmetics’ new product, Brow Contour Pro.

The three events were hosted at the Whitehouse Institute of Design, located in Sydney’s Surry Hills, where guests were treated to an immersive experience.

The events were styled based on the product’s pop-art packaging.

Each of the events, which included a cocktail party for makeup artists, a media breakfast and an influencer afternoon, were styled based on the product’s bold packaging.

“The packaging of the new product is pop-art themed, so [Benefit] really wanted to use that as inspiration for each event,” says senior event stylist Emma Perry.

For each event, This Space organised an interactive element to ensure the event was high-energy and memorable.

“The art element for the first event was balloon pop art, where we had balloons filled with paint which the guests could throw darts at and the paint splashed against the wall to create artwork,” says Perry.

For the second event, This Space created a custom, colour-by-numbers tablecloth. Media guests were encouraged to colour in the tablecloth before the table was set for breakfast.

The third event saw influencers dressed in boiler suits and given cups of paint to throw at a wall to create a striking artwork. They then sat down at easels for another art activity and were able to try out the product as well.

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