Live hot foiling | Brand event

Hot Foiling for Benefit Cosmetics Brand Activation in London

For the launch of Benefit Cosmetics’ new Benetint lip stain, I was invited by fellow calligrapher Kristine Yeung to support their exciting brand activation in London. The event took place at Sephora, Westfield White City, one of London’s busiest retail destinations, making it the perfect setting to engage customers and create a memorable brand moment.
To elevate the launch, I provided an on-site luxury personalisation service using hot foiling. Customers were invited to have Benefit-branded faux leather keyring holders personalised at my live station. Using silver foil against the brand’s signature pink created a striking contrast and ensured each piece felt exclusive and high-end.
Throughout the day, I worked closely with the Benefit Cosmetics team to deliver seamless, professional engraving that reflected the playful yet polished personality of their brand. In just four hours, I personalised over 50 keyring holders, each one crafted with care and attention to detail.
The personalisation station quickly became a focal point of the brand activation, attracting a constant queue of customers eager to take part. Many attendees who came over just to see the buzz ended up purchasing a Benetint product in order to receive their complimentary personalised gift, showing a clear success for both engagement and sales.

By offering a bespoke, interactive element, Benefit Cosmetics was able to create an experience that not only delighted customers but also strengthened their brand connection in a competitive retail environment.

a focal point of the brand activation

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@willowrosestudio