Everyone draws inspiration from someone or something; however, there is a very fine line between being inspired by and copying. Benefit Cosmetics is getting ready to cross that line with their pop-up set to hit Mother Clucker in Shoreditch at the end of January.

The “Just Wing It” activation is to promote Benefit’s new launch, the Roller Liner, that creates a wing effect. Consumers will receive a demo of the new eyeliner while Mother Clucker serves up wings with a pink Benefit secret sauce.

Clever, yes, but believe it or not this pop-up concept has been done before. Last April Glossier partnered with the family-owned restaurant Rhea’s Café, in San Francisco’s Mission District. Glossier gave the space a millennial-pink makeover and turned the diner counter into a makeup counter, and Rhea’s chefs served up fried chicken.

Attention spans may be short, but the Glossier chicken pop-up was a memorable one. Benefit is such a creative brand and usually on the receiving end of being knocked off, which makes this Estée Laundry-worthy Just Wing It pop-up so disappointing.

If you’re in London, check it out and let us know your thoughts.

The Just Wing It pop-up runs from January 30 to February 3 at Mother Clucker on Commercial Street, London.