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Benefit at South Anne Street


Our friends at Benefit needed a large, central retail space that could attract major footfall in the city centre to get biggest impact and raise as many funds as they could. We were delighted to help with this cause and provided Benefit with 2 South Anne Street, a versatile space with 4 floors, a basement, clearly visible from Grafton Street.


The Benefit team transformed the space into a coffee shop and make-up boutique, all of course in Benefit’s signature pink! The campaign launched with a press event including The Late Late Show’s Ryan Tubridy in attendance, and with an engaging morning that trained press and social media influencers to be baristas for the day! Through the BeneBarista pop-up, Benefit raised an incredible amount of over €13,000 for their selected charities!


Benefit’s “Bold Is Beautiful” campaign, now in its 5th year, runs from the 1st of May to the 2nd of June and focuses on raising funds for charities that support and empower women to be the best that they can be. Worldwide, the campaign has raised an impressive $12 million in 19 countries for women’s charities.


The Irish Benefit team kicked off the fundraising offering their signature brow waxing while the  #BeneBarrista served coffee to tired shoppers and allowed customers relax in the chill out area. All proceeds from the services and products went to Benefits chosen charities.


This year, Benefit are supporting two worthy causes, Daisyhouse and Look Good Feel Better. Daisyhouse supplies homeless women with temporary housing and Look Good Feel Better helps women who have cancer with impeded self esteem through make-up and skincare workshops. In the past, Benefit have raised €100,000 in Ireland through previous “Bold Is Beautiful” campaigns.