TH teamed up with Birchbox to launch a first-of-its-kind tour for the brand, bringing the company’s vast array of beauty products and services into a pop-up shop experience. Launching in Atlanta, the Road Trip invited consumers in to browse a curated assortment of makeup, skincare and hair products and purchase full-sized items at both the men and women’s temporary retail stores. A BYOB (Build Your Own Box) station offered customers an engaging way to discover and test new products by choosing up to five samples. On the roof deck of the steel containers, attendees indulged in free services, including haircuts for men and manicures for women. Special guest appearances included the cast of Empire, The Real Housewives of Atlanta’s Cynthia Bailey and D’Angelo Russell of the Los Angeles Lakers.

9 activation days
3 markets
730,000,000 press/social media impressions
607,750 visual impressions