We organized an event to present two new Benefit products to press and influencers. A day of immersion in the brand's characteristic codes, in a very American, pin-up style, with carefully crafted and fun packaging and names, with many dynamic activities.
After months without face-to-face events due to COVID-19, Benefit Cosmetics trusted our team to organize the launch event for its new product "Brow Microfilling Pen". It was the first face-to-face event in the Beauty sector! In an exclusive and disruptive location, a tattoo studio, 10 different passes were organized. Respecting safety distances and through temperature control and the delivery of a personalized COVID kit, we managed to organize a safe and face-to-face event.
For the presentation of the brand's rebranding, christened as "love your brows" and the launch of a new makeup product, we organized an event for influencers, journalists and internal team. Faithfully recreating the spot, we had a vintage car, an entertainer dressed as a pink gorilla, a giant chair and a synchronized swimming show. In addition, we set up a presentation area, catering area, crafts workshop area, "garden studio" area and two chill out areas.
Benefit did not want to reach the year 2022 without celebrating an exit from 2021 in style, with part of its "benefamily". For this reason, we set out to organize an unprecedented Christmas event for influencers.
We had to find the perfect location, a space that met only two requirements: to be cozy and pink. It was not easy, but we found the ideal place. The Pink House of Patricia Bustos, in the heart of Madrid.
An ideal flat where the furniture, decor and every little detail that adorned it was pink. There was only one thing we had to take into consideration... WE HAD 35 m2. The best use of 35 m2 of space ever.
A magical space, which despite having only 35 m2 of living space, we turned into the little home of the "benababes" for a day.
A giant Christmas tree, a custom-made fireplace and thousands of props (all in pink) were the elements we used to rename La Casa Rosa as the Benefit House.
Madrid hosted Benefit's first Iberia Annual Convention, an event inspired by San Francisco attended by 200 people from Spain and Portugal to learn about the brand's new products. We transformed the Espacio Rastro into an authentic American parade, with the iconic Painted Ladies and an atmosphere full of rhythm.
In addition to overcoming logistical challenges, such as simultaneous translation and the coordination of attendees, the event offered dynamic and fun training with activities such as batucadas and masquerade balls. It was two days of learning, precision and color that left a memorable mark.
With the arrival of good weather and heat, Benefit presented the vibrant colors of summer through its new illuminators and lip tints on its "Summer in Color" tour. A tour designed to train its beauty consultants with the best tips for the summer season. Our trip included stops at the Beach Club Café del Rey in Madrid and the rooftop of the Hotel Gallery in Barcelona, where product demonstrations were held, accompanied by music, cocktails and activities such as a personalized Twister. Guests not only learned about the latest Benefit products, but also enjoyed a complete experience that combined training and fun.
We traveled 40 years back (we love a good vintage) with Benefit to recreate an eighties office at The Social Hub Madrid. Together, we transformed the space into a retro setting where 50 influencers enjoyed a unique experience discovering the brand's new products.
We organized, together with Benefit, an unconventional market through three activations that toured Spain in December 2024 as part of a 360º campaign. In Madrid, Barcelona, Valencia, Seville, and Bilbao, a total of 16 cyclists equipped with personalized backpacks, helmets, and vests rode through each city to hand out flyers inviting lucky recipients to try their products.
Madrid was also the city where the Benemart pop-up was held. For one day, the Maggie store hosted an exclusive Benefit market. To make this possible, we customized the entire space with the brand’s colors, included a capsule machine with gifts consisting of product samples, and set up a photobooth so attendees could take home a souvenir photo from the event.
To unveil the launch of the new BADgal Bounce mascara, we transformed Benefit’s annual convention into a pink inflatable fair. We welcomed nearly 200 guests from across Spain and Portugal, giving them an exclusive first look at the launch. Coney Island served as the inspiration to recreate our own amusement park, which we called “Bounce Fair”—a universe where every element is rounded, voluminous, and elastic.
After the convention, the new launch was presented to 70 influencers, who experienced the Bounce Fair again at the Loop 21 space. This time, a giant bubble filled with hundreds of balloons, a photo booth, and several inflatables became the focus for content creators, who flooded social media with the brand’s latest news.
Likewise, Benefit fans in Spain and Portugal were also able to take part in this launch. For several days, hundreds of balloons were distributed to the public from various Sephora stores, filling the streets of Madrid, Barcelona, Seville, and Lisbon.
Benefit once again trusted El Baúl de las Piqué to bring Brow Guru 2025 to life, this time at Beneland, a universe where classic toys come to life. We transformed the room into a giant game board, complete with cards, dice, chess pieces, and a Scrabble-inspired photo booth-display, all in true Benefit style.
Amid challenges, games, and plenty of focus on brows, the finalists competed in an environment that was as fun as it was nostalgic—designed for those who still love the classics… even when it comes to playing.
To showcase the 40 shades of The POREfessional Foundation, Benefit entrusted El Baúl de las Piqué to create a makeup speed dating experience where every skin tone could find its perfect match. We designed a four-station journey—skin prep, shade and undertone test, application, and finishes—that culminated in a “yes, I do” moment in front of the photocall. Over two days, influencers, press, and clients experienced their own cosmetic love story, guided by @ibngarcia as the hosting Cupid. The experience was designed to make makeup feel like a special encounter, not just a routine.
