GRWM: See How Beauty Brands Engaged Consumers with Creative, Colorful Events

In June, Food Truck Promotions partnered with Glossier to promote the brand’s Cloud Paint blush summer capsule collection. The experience featured three matching vehicles in front of Glossier stores in SoHo, Williamsburg, and West Hollywood.

The trucks served sorbet and gelato that matched the new blush shades, Wisp and Soar.

In one day, the bicoastal activation generated over 2,000 new SMS marketing leads for Glossier.

Just in time for National Pink Day on June 23, KVD Beauty hosted its Reckless Pink Mobile Pop-Up in New York City’s Meatpacking District, in front of the Sephora store. The pop-up mobile, which was produced by Conversate Collective, highlighted the brand’s Everlasting Hyperlight liquid lipsticks, a collection of nourishing, transfer-proof lipsticks in a range of rich pink shades. The beauty brand, which is known for its dark and moody makeup, wanted to disrupt that narrative with this pretty pink pop-up event.

At this consumer-facing event, visitors were able to participate in on-site activities, including lipstick try-ons, tooth gem applications, and posing in a retro four-print photo booth. KVD Beauty also partnered with Sephora and nonprofit Pact Collective to collect attendees’ empty lipstick containers, which were traded in for a new lipstick.

Attendees could try to win KVD swag and $100 Sephora gift cards from a claw machine. While they waited in line, they could also dial 1.877.KVD.PINK to share their most “reckless” moments.

Visitors received a KVD Beauty-branded tote bag, a KVD Queen of Poison Everlasting Hyperlight liquid lipstick, and a sweet pink treat from Chloe’s Pops. A thousand people visited the 16-foot mobile showroom and activation.

In May, Make Up For Ever hosted an event at The Glasshouse in New York’s Chelsea neighborhood to highlight its new HD Skin Sculpting palette. The design of the installation by Dera Lee Productions featured shades, textures, and tones reminiscent of the palette throughout the venue and included color-match stations and a product demonstration stage.

Guests had the opportunity to browse product displays, try the palette, and watch a live tutorial on underpainting by celebrity makeup artist Mary Phillips.

La Roche-Posay kicked off Melanoma Awareness Month with public skin cancer screenings at Hudson Yards in New York City in May. In partnership with Schweiger Dermatology Group, the skincare brand launched a pop-up activation where people, who may not have access to a dermatologist, were able to receive a free, private skin check performed by a certified dermatology provider. For every skin cancer check conducted, La Roche-Posay donated $5 to the American Cancer Society. Attendees also received full-size sunscreen samples and goodies such as sun hats and beach totes.

In March, the Dove Love Your Hair event, which was produced by Dera Lee Productions, celebrated the launch of the brand’s new collection of haircare products, which offer custom solutions for gray hair. Held at the Whiteroom salon in Brooklyn, the event space was filled with bright, colorful florals that highlighted the product. Complete with a branded stage and salon, the “Silverist Studio” allowed guests to hear inspiring stories from panelists, including Tennille Jenkins, Paula Pell, Maayan Zilberman, Ty Alexander, and Karen Walrond, who embrace their silver hair.

Attendees could receive personalized advice from stylists and try Dove’s new products.

In June, imPRESS Beauty took over Gansevoort Plaza in New York City with an immersive, two-day pop-up experience. It was the brand’s first-ever consumer pop-up event. Attendees received complimentary manicures, "lashovers," and press-on pedicure samples, and were able to learn about the latest product innovations from the brand.

The pop-up featured six cabanas where consumers received salon applications, plus an array of surf-inspired photo moments and live DJs.

For the launch of Vera Wang’s new Rock Princess fragrance, Dera Lee Productions adorned Outer Heaven in NYC in diamonds, florals, and elegant greens to evoke that edgy rockstar attitude. The experience was complete with branded cocktails curated by Muddling Memories and themed hors d'oeuvres, including rock-inspired cake pops, as well as tattoos by Three Kings Tattoo and nail bling.

Fenty Skin brought its Cherry Dub pop-up to NYC in June to introduce its new face and body scrub products featuring Barbados cherry. The pop-up featured prizes and giveaways, custom cherry-flavored refreshments, and a cool shower stall photo op.

In April, Selena Gomez's Rare Beauty teamed up with experiential agency Sunset/Studios to transform Lavan 541 in New York City's Chelsea neighborhood with pink hues similar to the ones found in the beauty brand’s new Soft Pinch tinted lip oil collection. After posing in a video booth, attendees could see themselves projected onto the wall, thereby becoming part of the "Alive with Color" campaign.

Attendees could stop by the glam station to pose with the products and snap photos in lip oil-shaped mirrors. See more:Selena Gomez's Beauty Brand Blossomed in the Big Apple Thanks to This Experiential Agency