Make Up For Ever's Make Up Bag Remix Tour was an 11-city tour that brought the Make Up For Ever brand to life for thousands of American women.

By focusing on its core promise of education, MUFE helped thousands understand how to use everything in their make up bag - regardless of brand or product - and as a result drove awareness of the cosmetic brand.

A ten city, 19-day tour across North America in high footfall locations with Sephora stores located within a mile of event. Women booked 30-minute, one-on-one appointments with professional makeup artists inside our branded mobile unit. Bookings were available via a Facebook app; paid social media drove traffic.

Geotargeted email blasts to consumers from media partners as well as outreach to local press and influencers drove exposure, as did mall OOH units.

Onsite we extended reach with quick touch ups and mass street team sampling of the brand’s new Pro Finish Foundation. A makeup bag designed by actress Christina Ricci was available for purchase on site.

Rewards were built in for those who socially shared check-ins, photos (Instagram and from our photo booth) and Facebook posts. A Facebook hub captured content generated via our branded hashtag, as well as a diary of each stop written by the makeup artists.

Sales in Sephora stores on the day of local tour stops up 95% on average

$35,000 of on-site product sales (independent of Sephora)

89,000 people touched by the tour

386 million press impressions

11.5 million social impressions

$3.6 million media value in earned impressions

Most importantly, 91% of attendees said “Make Up Bag Remix = education” in their mind (via exit survey)

An anecdote: one site manager had a woman break into tears and hug her because the event “changed her life." Based on consumer demand, Sephora is considering adding the program as part of a permanent initiative nationwide.