As Benefit Cosmetics steps into the spotlight with a brand-new partnership with Secret Cinema’s Grease: The Immersive Movie Musical, Retail Times talks to Lucinda Jupp, marketing director, UK and IRE, Benefit CosmeticsFirstly, can we talk about Benefit’s partnership with Secret Cinema, and specifically Grease: The Immersive Movie Musical? Who approached who in terms of collaborative inputs/a beauty partnership? creating more immersive, beauty experiences that are linked to key, cultural moments? Combining theatre experiences with a highly recognisable beauty brand universe, the partnership offers a fresh model for experiential beauty storytelling to different audiences. What is so powerful about Secret Cinema’s Grease the Immersive Movie Musical is that it has true cross-generational recognition.