Cara Delevingne no longer has the monopoly on big eyebrows. Benefit is releasing a massive 45-item brow makeup collection next month and held a major launch event last Friday in Las Vegas. The beauty brand flew in 80 employees and more than 90 social media influencers with a combined audience of 100 million fans on Instagram, YouTube and other platforms to the city, where they occupied 170 hotel rooms and toasted the products sipping 50 bottles worth of pink Champagne. Benefit set up 90 vanities with 100 selfie-improving ring lights for the attendees to produce picture-perfect posts customized with brow-themed emojis and Snapchat filters.
This story first appeared in the May 18, 2016 issue of WWD. Subscribe Today.