To raise awareness for the second season of its reality series “Jersey Couture,” Oxygen Media earlier this month activated a pop-up beauty salon in New York City’s NOHO neighborhood. The show, which premiered on Feb. 7, follows visitors to New Jersey dress shop Diane & Company where sisters Kimberly and Christina and their mom Diane Scali deliver their signature fashion advice.
Taking a cue from the show’s Jersey style, the pop-up, which was open to the public from Feb. 3 to 7, offered free beauty experiences at “glamification stations” where attendees received manicures from luxury nail polish company Minx; braids, feather and color extensions from Ricky’s NYC Revolver Salon stylists; and an airbrush make-up application by cosmetics brand Temptu. Guests could also create a “Jersey Couture” t-shirt at a “bedazzling” station and have their photo taken in a photo booth.
“We wanted to celebrate the new season of Jersey Couture by bringing over-the-top Jersey glam to the Big Apple, and what better way to Live Out Loud than to give consumers complimentary beauty experiences in true Oxygen fashion?” Elissa Harman, vp-consumer marketing at Oxygen Media, told Buzz. Agency: MKG, New York City.