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NEW YORK—For one day, Revlon ditched nearly every New Yorker's usual morning pick-me-up in favor of its new Colorstay Skin Awaken 5-in-1 concealer—and to get a city of coffee-lovers to join the bandwagon, the cosmetics company went on a mobile tour to create buzz for the new joe-and-juice-infused product.
Revlon fittingly tapped local experiential event company Coffee 'n Clothes (CNC) to develop a fully customized pop-up truck, which was decked out in orange slices and coffee beans—a nod to the concealer, which is infused with caffeine and vitamin C. As the truck made its way through Manhattan on Feb. 10, passersby could grab a free cup of coffee and bottle of orange juice, plus enter giveaways and win prizes. There was also on-site shade-matching technology that let guests know which shade they should snag next time.
“Guests scanned a QR code that was printed on the truck, the menu and the marketing cards our team distributed. Once scanned, it took the guest to a landing page, which prompted them to open their camera app or upload a photo. The next step was to tap the various shades to find the perfect match," Ryan Glick, president of Coffee ‘n Clothes, explained. 
Glick explained, “Guests scanned a QR code that was printed on the truck, the menu and the marketing cards our street team distributed. Once scanned, it took the guest to a landing page which prompted them to open their camera app or upload a photo. The next step was to tap the various shades to find the perfect match.”Photo: Courtesy of Coffee ‘n Clothes
Glick said of the collaboration: "Coffee is in our brand DNA—we love doing events that take us back to our roots!" He also noted that the event company, along with Revlon, implemented a "thoughtfully curated influencer strategy" by inviting influencers—including the likes of Peloton instructor Tunde Oyeneyin, The Bachelor's Caelynn Miller-Keyes and social media personality Loren Gray—to pit-stops around the Big Apple. Glick said the truck "created a space for Revlon's influencer talent and brand ambassadors to create content," noting that CNC used their posts and social engagements as KPIs to determine the success of the event.
But engagements didn't stop at influencers: More than 2,500 prospective customers attended the event to test 19 different shades of concealer samples and sip on complimentary beverages. "Each element of the experience was meant to be part of the overall brand experience," Glick added.
“The brand was looking to launch a multi-city mobile activation where attendees could receive refreshing beverages and have the opportunity to sample and try the product," Glick said. And it did just that—the mobile tour went on to traverse more than 13 cities across the United States throughout the month of March, including Chicago, Dallas, Los Angeles and Santa Monica.
Keep scrolling for a closer look at what the buzz was all about.
The Colorstay Skin Awake 5-in-1 Concealer is infused with Caffeine and Vitamin C - it’s your daily wake up call.Photo: Courtesy of Coffee ‘n Clothes
Revlon had 19 different shades available so customers could find their perfect match.Photo: Courtesy of Coffee ‘n Clothes
Glick commented, “Each element of the experience was meant to be part of the overall brand experience. The trucks served as a photo moment, as well as the branded coffee cups, cafe seating elements, selfie mirror and more!”Photo: Courtesy of Coffee ‘n Clothes
The mobile pop-up featured free coffee and orange juice, as well as virtual shade-matching and concealer giveaways and surprises.Photo: Courtesy of Coffee ‘n Clothes
