To support the launch of Joe Fresh Beauty in over 250 stores across Canada, we created the ‘Joe Fresh Beauty Box’ to embark on a 6 week, 9 city consumer intercept and awareness program.

The customized trailer housed two make-up stations and product merchandising areas designed to recreate the clean aesthetic of the brand. The Beauty Box team included three brand ambassadors interacting with consumers and two local make-up artists. The Beauty Box visited high traffic consumer and shopping locales, offering women a chance to have a 5-minute touch up by a professional make-up artist.

Consumer interactions included a touch up, a gift card and flyer, discussion on the product features and price points, a photo and discussion on the web tracking site, encouragement to tell friends, and identifying the closest store for product availability.

In addition to the web tracking system allowing consumers to follow the Beauty Box’s whereabouts, Jane Gill PR , a beauty PR agency , generated traffic-driving media relations leading up to and during each city visit.