Maybelline: On The Way Pop-Up Tour

To increase brand awareness, connect with younger consumers, and drive product sampling and brand loyalty, Maybelline hit the road with the "On The Way" mobile pop-up tour.

Situation YMC and Maybelline partnered to bring the "On The Way" mobile tour to life, visiting college campuses across the country, BeautyCon NYC + LA, and a brand influencer event in the Hamptons. The tour brought the energy of New York City to campus and provided consumers with an opportunity to sample products, explore new looks, and flaunt their own creativity.


Sampling opportunities highlighting product diversity and shade inclusivity

Branded photo opportunities to drive content creation and engagement

Attendee digital acquisition and data capture



Average student attendance per stop


Product samples distributed


Target (retail) coupons redeemed

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