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Maybelline Press Play Mobile Pop-Up Tour

Maybelline, the iconic makeup and cosmetics brand that embodies NYC, hit the road with a mobile pop-up showroom to increase brand awareness, connect with Gen-Z consumers, and drive product sampling across the U.S..


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Maybelline Press Play Pop-Up Tour

YMC and Maybelline teamed up to bring the "Press Play" mobile tour to life, visiting college campuses across the U.S. during the spring and fall semesters, in addition to high-traffic public spaces in New York City for National Lipstick Day. The tour also visited cities across the country for general public engagement. The branded activation provided consumers with an opportunity to discover new hero products, educate themselves on new trends, and find bold shades to express themselves while receiving a generous shade-matched set of samples courtesy of Maybelline.

  • Creative Strategy
  • Creative Services
  • Production & Fabrication
  • Mobile Pop-Up Tour
  • Product Sampling
  • Experiential Campaign
  • Gen-Z Insights
  • Brand Activations


Maybelline products distributed across stops


Maybelline Express loyalty program signups


partner retailer coupon offers redeemed


consumers reached with the pop-up experience

“My favorite aspects of the Press Play Tour were the kindness, light, and joy that spread throughout the entire campus! Everyone loved the pop-up because it was unique and beautiful. Maybelline gained a ton of genuine and loyal new fans!”

Mya G., University of South Carolina