Benefit Cosmetics launched Brow Styler, a 2-in-1 wax-pencil and powder brow product last month. As part of the campaign, Benefit partnered with Genting Dream for a launch party aboard the cruise on 9 – 11 October 2019.
Singapore-based local influencers were invited to attend the 3-day launch party filled with beauty activities and games — similar to the Brow Beach Camp competition Benefit held at Club Med Bintan in 2018.
More than 30 influencers had attended including Youtuber Audrey Goh (@sparrowonweed), beauty and lifestyle influencers Nicole Chang (@nicolechangmin), Christabel Chua (@bellywellyjelly), Yu Qing (@b1gqing), Iman Fandi Ahmad (@imanfandi17), XinLin Khaw (@xinlinnn) as well as Sophie Willocq (@sophiewillocq) and Wendy Cheng (@xiaxue).
During the event, the brand and influencers posted snippets of the activities on their Insta Stories and the stories have been subsequently pinned as highlights on @benefitcosmeticssg’s Instagram profile. The official event hashtag #thebrowstylerdream has garnered over 80 tagged posts on Instagram with approximately half of the number being product images posted by benefit brand itself.
Throughout this event, coverage by the influencers were mostly contributed in the form of Insta Stories. Subsequent posts were also published mostly on Instagram by the brand.