Unilever’s Q-tips Offers Makeovers at Grand Central
If you’re looking for women in a hurry, New York City’s Grand Central Terminal is probably a good place to start. That’s why Unilever’s Q-tips brand set up shop there for professional makeup artists to give 12 full hours of five-minute makeovers. The hook? All of the makeup would be applied using only Q-tips.
The brand brought in 13 custom-built Hollywood-inspired vanities, complete with soft pink lighting and over-the-top florals. An army of makeup artists, including a few who ply their trade on TV shows—we’re talkin’ Mally Roncal, Carmindy and Fabiola—showed women how to give their faces a new look for spring. Messaging focused on Q-tips as the ultimate beauty tool.
A cause overlay—funds were raised for the Step Up Women’s Network—helped lure celebs such as Marcia Gay Harden, Maggie Gyllenhaal, Bridget Moynahan and Bebe Neuwirth as some of the 1,000-plus who sat for makeovers.
Roncal and Miss America 2006 Jennifer Berry conducted an early-morning satellite media tour to maximize exposure; the two hooked up with news shows in 20 markets to drive awareness, and the story was picked up by E! News, The Star and the New York papers. Unilever used the hits to drive consumers to Qtips.com, where women could also receive a virtual five-minute makeover. The event generated an estimated 45 million impressions.