Citroen & Benefit Cosmetics Create DS3 By Benefit
LONDON – Dec 6, 2013: CitroŽn UK and Benefit Cosmetics have collaborated on a one-off version of CitroŽn’s DS3. Called DS3 by Benefit, the colourful model is an exploration of ideas and themes in a unique concept form, which marks the start of a new partnership between the two brands.
The CitroŽn DS3 concept will premiere at Clothes Show Live at Birmingham NEC (6-10 December), for which CitroŽn is a main sponsor.
DS3 by Benefit is based on a range-topping DSport powered by CitroŽn’s sporty THP 155 engine. On the exterior, the concept uses colours from the Benefit palette with the brand’s signature pink and yellow ‘Candy Stripes’ motif and a graphic of the San Francisco skyline – Benefit’s spiritual home – along the side profile. The stylish alloy wheels are detailed in white and pink with the Benefit logo on the wheel rims, alongside the CitroŽn chevron centre caps. The yellow wing mirrors offset the pink body, with the floating roof sporting the pink and yellow ‘Candy Stripes’ pattern.
The interior has been reupholstered in fine Italian leather with the Candy Stripe design on the seats, headrests and parcel shelf. Pink detailing features throughout, such as on the steering wheel, dashboard and centre console. There is also a ‘hello gorgeous’ graphic on the passenger side of the dashboard.
Bespoke LED lighting, luxurious deep pile floor mats with pink leather edging and Benefit ‘Iconic words of wisdom’ scatter cushions add to the custom features and the armrest has even been converted to house a custom makeup kit containing a selection of Benefit products.
Other smart touches include a handbag hook, fragrance dispenser, and an ornate vanity mirror emerging from the dashboard.
Ian Marshall and Gail Bojarski, Managing Directors of Benefit Cosmetics UK, said: “Benefit has never shied away from doing things a little differently; it’s evident that we share this brave and creative ambition with CitroŽn and DS3 line. We love this concept and there’s no doubt it will make gals across the country smile no end. It’s so bold but girly with the Benefit graphics, colour scheme and the many female-focused features and solutions. Not your usual mode of transport, but that’s what makes it so special. We really hope to take things further and translate some of these ideas into a proper road-going CitroŽn and Benefit DS3 collaboration. Watch this space!”
Jules Tilstone, Marketing Director at CitroŽn UK added: “This concept collaboration with Benefit has allowed us to explore more female themes for DS3 line and reach out to new markets. Benefit is a globally recognised cosmetics company, but they also have a strong brand image that is bold, energetic, stylish and individual whilst also being fun and playful – a perfect match for DS3. Bringing these two personalities together was a fantastic opportunity and I hope it’s the beginning of a beautiful relationship.”