UAE. LVMH-owned makeup brands Make Up For Ever and Benefit Cosmetics have launched a joint-holiday pop-up at Dubai International Airport (DXB) in partnership with Dubai Duty Free.
The pop-up, which is located in Terminal 1, Concourse W, marked the first-ever regional collaboration between the two brands. It was launched on 15 December and will run until 1 January.
The joint promotion was launched to target the peak Christmas and New Year travel period at DXB.
The circular, cake-themed podium, serves two different flavours with one-half boasting Make Up Forever’s signature red shade and the other, Benefit’s pink colour palette.
The playful pop-up is an invitation to play and explore the vastly different universes of both makeup brands. Whimsical elements include stacked presents, a pink sleigh, giant makeup products, snow-covered shelving and a lottery wheel offering exclusive gifts and prizes.
“We are very excited with this first-ever collaboration from two global brands, Make Up For Ever and Benefit Cosmetics,” commented Dubai Duty Free Senior Vice President Purchasing Sharon Beecham.
“The new initiative is an added treat to the special ambience during this holiday season and the pop-up podium will surely entice passengers travelling through Dubai International Airport to share the holiday spirit with friends and family through the fun activation and amazing products from these brands.”
Make Up For Ever & Benefit Cosmetics General Manager Karim Jawad added, “This is an exciting opportunity for both brands to come together during the best time of the year to showcase creativity, innovation and perfect mastery of their image.”
The pop-up offers Make Up Forever’s best-selling products in special holiday packaging. This includes the Ultra HD range, Face Essential Palette and Metallic Palace Collection, which features the limited-edition Rouge Artiste lipsticks.
Benefit Cosmetics’s holiday sets, which are packaged in a playful, pink-sleigh packaging are also available at the podium.
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