Clinique’s Makeover Events Deliver Beautiful Results - Event Marketer

Clinique’s Makeover Events Deliver Beautiful Results

Agency: MKTG
Year: 2009

Women ages 13 to 24 put their faces forward for Clinique’s Fresh Faces Tour, a traveling beauty studio created in partnership with Teen Vogue that had girls lined up for complimentary makeovers and hair touchups and to have their photo taken by a professional photographer. Each girl had three photos taken, then entered her best shot into the Clinique Fresh Faces contest, in which three winners received a trip to New York City and appeared in Teen Vogue, along with other cool prizes, like a visit to the magazine’s offices and a year’s supply of Clinique products.

While a DJ spun tunes and kept the energy level high, the girls registered and selected the desired “look” they wanted to receive from the Clinique consultants on board the trailer, providing a robust consumer database for the brand at the end of the tour. They learned about Clinique skincare and makeup products, which were available for sale on site, then got to blog about the experience in a lounge where they were encouraged to log onto Facebook, Twitter or MySpace. Consumers entered their photos on site at one of the tour stops or uploaded their own photo at home.

The fun took place in a 53-foot stage trailer with 608 feet of operational space. The exterior and interior were fully wrapped with Clinique-branded graphics. The vehicle had self-contained power, with an internal generator able to handle electrical needs within the event footprint. The custom-built retail station included an integrated POS system specifically designed for the tour, which started with a press event in New York City’s Union Square, then took place over 20 event days on college campuses before ending in Los Angeles.

The experience resonated with consumers who love to be pampered and feel special—or enjoy learning about a new skincare routine. The proof? Standing room only at all locations, with lines averaging from 30 minutes to up to three hours long. The total event experience took between 20 to 30 minutes, limiting the number of consumers who could participate at one time. But that was okay with Clinique. The program focused on quality interactions rather than quantity of consumers.

The tour results were as beautiful as the makeovers: consumer interactions numbered more than 3,500, with nearly 19,000 products sampled and 524,000 campus newspaper media impressions.

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