B-to-C Events

To get the word out about Hell’s Highway the third installment in its Brothers In Arms World War II-themed video game series game publisher Ubisoft offered attendees at this year’s Penny Arcade Expo (PAX) an authentic taste of military life—with a twist. From Aug. 29 to Aug. 31 show attendees could stop by the brand’s recruiting station to get a traditional military-style buzz cut with the word “hell” etched into their hair. Volunteers received a free copy of the game which releases on Sept. 23.

There are no Target stores in Manhattan (sigh) but from Sept. 12 to Sept. 15 New Yorkers could get first dibs on many of the retailer’s newest home fashion and beauty collections at one of four temporary retail shops called Bullseye Bodegas.

To create press buzz for the unveiling of its limited edition diamond-encrusted SD1100 Digital ELPH camera Canon turned to tennis pro Maria Sharapova a long-time ambassador for the brand.

The camera containing 88 white diamonds totaling 2.22 carats was unveiled last month at the Canon Center Court a 50-foot dome resembling a tennis ball at South Street Seaport to tie in with Canon’s longstanding sponsorship of the US Open which wrapped up this month in Lake Success NY. At the event Canon showed for the first time its newest commercial featuring Sharapova titled “Fans.”

L’Oréal Paris activated The Color Space a 5 000 square-foot interactive beauty pavilion at the Minnesota State Fair from Aug.21-Sept. 1. The red-carpeted pavilion provided an environment for men and women to learn about the latest beauty trends and products and brought a beauty experience to fair attendees across all categories—cosmetics skincare haircare and haircolor.

Comcast’s Style network is back on tour with its 34-foot “Style Beauty Bus ” offering free mini-makeovers to females in 10 cities from August through November. This season the tour includes a new focus on the network’s partners bringing its busload of beauty to call centers and other affiliate offices. The bus tour now in its third year also will reach women at shopping malls with services provided by beauty professionals from Garnier Fructis and Maybelline New York.