People promoted its “World’s Most Beautiful Woman” issue by creating The People Make Me a Star Beauty Tour that pampered its female readers with a makeover and then put them on a mock cover of the magazine. It set up a lounge and makeup studio inside a branded 20-foot by 20-foot pink and white tent featuring images of singer Beyoncé, this year’s “most beautiful woman,” and a photo studio inside an Airstream outside Walmart parking lots in Baltimore April 26-28; Nashville May 2-3; Grand Rapids May 6-8; and at a Marsh supermarket on Mother’s Day weekend in Indianapolis.
“We wanted to celebrate the issue and bring the experience to life for readers, which we did by making them feel like a beautiful woman through the makeovers,” Shelby Tompkins, associate director-integrated marketing at People for Beauty, told Buzz. “Another objective was to reach cities that maybe aren’t as obvious as other major markets, but that we thought were different, fun and interesting places where consumers would be really surprised and excited.”
Courtesy of the tour’s partners, consumers could enjoy SunChips, Lipton tea; grab Pedigree Dentastix for their pups and Dove body wash as they waited for their beauty makeover in the lounge. The first 50 people to log into Foursquare each day at the tent received a gift basket. There was also a video about Beyoncé playing and iPads set up with a mini version of the special issue, which consumers could purchase inside Walmart or Marsh.
Beauty experts were on-hand to guide the women through their transformation. Once they were all dolled up, they visited the Airstream where it was high energy with music by Beyoncé and People’s Playlist jamming in the background. Consumers had their picture taken and then received their personalized magazine cover through email or a text. Agency: Grand Central Marketing, New York City