BENEFIT COSMETICS

- Mascarathon

A relay race with consumers and celebrity brand ambassadors across the UK.

How it worked

  • 225 consumers ran over 15 days from Edinburgh to London
  • Participants ran 2 miles each to represent the 2 women a week who are victims of domestic violence
  • Branded winnebago and fleet of pink scooters and support vehicles helped Benefit to engage with 100,000's of consumers
  • Makeovers were given to participants at pop-up events at key locations

The Results

  • £72,000 raised for Refuge
  • 225 consumers ran a total of 450 miles
  • Celebrity ambassadors invited to run the relay race
  • Impressive national and regional PR coverage
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