TH executed a two-market mobile tour with the goal of driving trial and awareness of Benefit Cosmetics’ signature brow waxing services. Mimicking Benefit Brow Bar salons across the country, the interior of a 1970s Airstream was transformed to facilitate six service stations with the exterior displaying brand creative and a social call-to-action. Influencer talent was brought in to help promote the campaign, including Natalie Suarez from Natalie Off Duty and Bryce Gruber from Luxury Spot. After making multiple stops in New York City to service press/media attendees, the brand allowed its fans to choose the second city, asking its followers to vote for the next location. The final stop? Chicago’s Pioneer Court.

3 activation days
755+ @Benefit beauty tags
74,880 on-the-road impressions
6,000 samples distributed
768,625 visual impressions