The fashion weekly will host an in-store event and will stream a shoppable Facebook Live video to raise funds for the project which supports two UK charities - Refuge and Look Good Feel Better – dedicated to empowering and supporting women and girls across the country.
The Pink Issue of Look is on newsstands now, with copies also being sold in nine Benefit Cosmetics stores especially for the campaign. For each copy sold in a Benefit Cosmetics’ store, the £2 cover price will be donated to the charities. According to the publishers, the special issue is packed full of all things pink including this season’s fashion and beauty must-haves, tips on how to wear pink like a pro, as well as features about the campaign and how readers can get involved.
Look is also hosting a payday party to toast the launch of the UK’s first all pink pop-up charity shop which Benefit Cosmetics opens the doors to in London’s Covent Garden on Friday, 31 March. From 5-8pm visitors to the store will be treated by Look to everything from a masterclass on how best to wear pink to the ultimate eyebrow tutorial. The event will be streamed live via Look’s Facebook page with viewers able to purchase items featured in the tutorials. Plus, a fund-raising raffle will give attendees the chance to win a pink Marc Jacobs bag, pink GHDs and a selection of Benefit products.
Kyra White, head of brand activation at Benefit Cosmetics, says: “Benefit Cosmetics are thrilled with the support Look is giving to this year’s Bold is Beautiful campaign. Bold is Beautiful is all about empowering women and girls everywhere and Look will help us reach more people than ever before.”
Gilly Ferguson, editor of Look, adds: “We’re thrilled to be collaborating on such an inspiring campaign with Benefit Cosmetics to help support two charities - Look Good Feel Better and Refuge – both of which sit very close to our hearts. Look has turned this week’s issue pink in a bid to show our ongoing support, producing 84-pages of feel good content that champions women of all ages and backgrounds – and packed with the exclusives, expert fashion, beauty and life advice that Look’s audience know and love.
“Look is also encouraging its audience to help support this innovative campaign, with a special 'Look X Benefit Payday Pop-Up Party' to kick-start the campaign. By streaming the event live, Look is encouraging style enthusiasts from around the UK to come and join in the party too, and help show their support for this very worthy cause.”
Benefit Cosmetics’ #RaiseABrow charity shop will go on tour following its launch in London’s Covent Garden visiting Glasgow, Dublin and Manchester during April to help raise funds for Refuge and Look Good Feel Better. Throughout the month of April, all profits made from brow waxes at Benefit Brow Bars will go to the charities, says the company.
Available in both print and digital, The Pink Issue is on sale now, with a cover price of £2. An in issue promotion offers readers an exclusive 20% off all purchases made at benefitcosmetics.co.uk.
