Benefit Cosmetics celebrates beauty and best friends with new 'Wing Women' campaign

SAN FRANCISCO — Benefit Cosmetics is taking a bold approach to beauty and friendship with its new “Wing Women” campaign.



National Wing Women Weekend, Sept. 26 to 28, is the first annual weekend dedicated to celebrating the one-of-a-kind bond between a gal and her besties. Just like your real-life wing women who always have your back, the Wing Women campaign celebrates Benefit's eye duo, They're Real Mascara and the newly launched They're Real Push-Up Liner.

 

National Wing Women Weekend will commence with a VIP event unveiling Benefit's spectacular, all-pink pop-up Tattoo Parlor hosted by actress, Vanessa Hudgens and celebrity tattoo artist, Romeo Lacoste. Throughout the weekend, the Benefit Tattoo Parlor will play host to social media maven, Jenna Marbles and a series of celebrity tattoo artists, including Dr. Woo. Here, consumer besties can opt for "fake" custom-designed, temporary tattoos in partnership with Flash Tattoos or, for the most fearless female duos, Benefit invites them to declare their lifelong friendship with "real" ink. For those who decide to declare their love for Benefit Cosmetics with a Benefit branded tattoo, Benefit will provide a year's worth of They're Real Mascara, They're Real Push-Up Liner, plus a beauty bag filled with one of every single Benefit product.



"Benefit has never been shy about pushing boundaries; taking a tongue-in-cheek and oftentimes avant-guard approach to beauty," stated Benefit GM Americas, Aurelian Lis. "This national weekend was designed with our millennial consumers in mind, engaging them through social media, with a modern and playful campaign that has laughter at the core."



Never one for the "traditional," the brand has launched #WingWomen social media badges, including "Gymfluencer" and "Selfie Star", allowing fans to tag in their besties for chances to win beauty swag.