To introduce consumers to its new reusable Resetter blotting pads, Beautyblender went where sweaty, shiny people are likely to be: NYC’s Citi Bike docking stations.
Through Aug. 20, some of New York City’s busiest bike-sharing hubs in Brooklyn and Manhattan are wrapped with Beautyblender’s signature pink branding, promoting the new on-the-go complexion refreshers.
The activation taps into experiential marketing trends that have become increasingly important as brands compete for consumer attention online and off.
Rather than relying on interruption, the campaign focuses on relevance — matching the product to a real-world consumer need.
"Beauty has always been about meeting people where they are, and today that means thinking beyond traditional advertising,” says Beautyblender founder Rea Ann Silva.
“When a marketing experience aligns with real consumer behavior, it feels less like an ad and more like a helpful part of someone's day,” she says.
“Urban spaces have become incredibly powerful media channels because they're woven into consumers' everyday lives.”
Though the Citi Bike campaign takes place on the streets in the Meatpacking District and Willliamsburg neighborhoods, it does contain a social media component. The brand is offering a $1K Sephora gift card giveaway eligible to consumers who snap a picture of the branded docking stations and tag Beautyblender and Sephora.