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  1. Venues & Destinations
  2. United States
  3. New York

Clinique and Teen Vogue Bring Young Women to Beauty Tour, Send Them Online

Michael O'Connell
November 24, 2009

Clinique and Teen Vogue sought out their shared target audience this fall with a college tour that spanned 10 markets—including Los Angeles, New York, and Orlando—and gave young women the chance to emulate the brands' respective images by sitting for makeup styling and a professional photography session. 

The nearly two-month event series required the creation of a mobile beauty studio, designed and produced by Mktg. But to get extra life out of the Fresh Faces initiative, the brands wanted a compelling online tie-in that would keep the event on participants' minds long after it ended.

"We continue to educate young women on beauty in interesting and receptive ways that resonate with them," said Clinique vice president of North America marketing Denny Downs. "The digital community is a great way for us to reach them."

Bridging the gap between experiential and digital outreach can be problematic, so to ensure attendees would make the trip to Clinque's Web site, event staffers uploaded each attendee's headshot directly to the the Fresh Faces page, where a panel of judges would select the top contenders. Participants could keep checking for updates to see if they were one of the 25 finalists and then vote for their favorite three.

To find the highest concentration of their young demographic, Clinique and Teen Vogue chose markets based on proximity to colleges and universities, working directly with schools such as Ohio State, Rutgers, and Texas A&M to ensure maximum participation. Across the 10 markets the tour brought in 3,559 attendees willing to wait in line for a chance at modeling, or, often just to pose for a good Facebook picture—many of which they posted from a laptop-equipped lounge.

Media partner Teen Vogue did its part by bringing on beauty director Eva Chen. The editor blogged from each tour stop, sharing photographs and inviting readers to visit the truck.

Fresh Faces reaches its climax on January 14, when the three winners of the modeling competition are announced. Each will be flown to New York to tour the Teen Vogue offices, meet with editors, and sit for an advertorial that will run in 2010.

Gossip Girl actress Taylor Momsen at the New York kickoff
Gossip Girl actress Taylor Momsen at the New York kickoff
Photo: Aydin Arjormand
The tour's first stop, New York, included a ribbon cutting with Gossip Girl actress and September Teen Vogue cover girl Taylor Momsen.
The tour's first stop, New York, included a ribbon cutting with Gossip Girl actress and September Teen Vogue cover girl Taylor Momsen.
Photo: Aydin Arjormand
One Los Angeles participant looked through the shots to see which one she wanted to submit to the Fresh Faces competition.
One Los Angeles participant looked through the shots to see which one she wanted to submit to the Fresh Faces competition.
Photo: Aydin Arjormand
News crews in several of the markets stopped by to interview the girls after their consultations.
News crews in several of the markets stopped by to interview the girls after their consultations.
Photo: Aydin Arjormand
While participants waited in line—as many as 250 attended on any given day—DJs kept them entertained.
While participants waited in line—as many as 250 attended on any given day—DJs kept them entertained.
Photo: Aydin Arjormand
While plenty of the tour stops included participating colleges, some were just in consumer-friendly spots like New York's Union Square.
While plenty of the tour stops included participating colleges, some were just in consumer-friendly spots like New York's Union Square.
Photo: Aydin Arjormand
In addition to receiving a free styling and consultation from Clinique makeup professionals, participants also walked away with free samples.
In addition to receiving a free styling and consultation from Clinique makeup professionals, participants also walked away with free samples.
Photo: Aydin Arjormand
Orlando participants received wristbands so that they could hang out in the lounge as long as they liked.
Orlando participants received wristbands so that they could hang out in the lounge as long as they liked.
Photo: Thomas Kafka
Clinique chose a lot of the southern stops—like the one in Orlando—so that their audience wouldn 't mind waiting outside before their styling.
Clinique chose a lot of the southern stops—like the one in Orlando—so that their audience wouldn\'t mind waiting outside before their styling.
Photo: Thomas Kafka
Parks and parking lots ended up being the easiest locations for the tour's 10 stops.
Parks and parking lots ended up being the easiest locations for the tour's 10 stops.
Photo: Aydin Arjormand
After receiving a complimentary styling and photo session, Los Angeles participants relaxed in the lounge and looked over their swag.
After receiving a complimentary styling and photo session, Los Angeles participants relaxed in the lounge and looked over their swag.
Photo: Aydin Arjormand
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