Benefit hires Xtra Factor host for charity partnership

Caroline Flack: new Benefit brand ambassador
Caroline Flack: new Benefit brand ambassador

Cosmetics brand Benefit has hired 'Xtra Factor' presenter Caroline Flack as the face of a charitable partnership with Refuge, a national domestic violence charity for women and children.

The brand is staging a 'Mascarathon' charity run from Edinburgh to London to raise money for Refuge. A large mascara "baton" will be passed from runner to runner every two miles, to symbolise the two women a week whose lives are lost as a result of domestic violence.

The event, managed by experiential agency iD, will take place between 15 June and 29 June, taking in cities such as Newcastle, Manchester, Birmingham, Cardiff and Oxford. It will conclude with a closing party at London's Spitalfields Market, at which consumers will be offered a free Benefit "makeover".

Ian Marshall, Benefit managing director ,said that, as well as raising money for Refuge, the event would celebrate the rollout of Benefit's They're Real mascara, which he described as the "most extraordinary launch in [the brand's] history".


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands