The Make Up Bag Remix Tour was a brand experience integrating social and experiential activity, encapsulating the brand story:

- At each stop, people booked 30-minute, one-on-one appointments with make-up artists in a specially built structure to learn how to use the products they already owned in their make-up bag.

- Consumers then entered a specially-built photo-booth to capture their look and share on Instagram, Twitter and Facebook using #MAKEUPBAGREMIX.

- National and local bloggers reported on the experience for themselves.

- Quick make-up touch ups for passers-by as well as mass sampling of the brand’s latest foundation kept interest fuelled.

- A digital hub and app let people book their appointments and see user generated content from the experience. Visitors were incentivised to check-in on Foursquare.

- Actress Christina Ricci designed a limited-edition make-up bag available to buy on the tour, providing further earned media coverage opportunities through interviews.

So far:

Sales in Sephora stores local to tour stops up 84% on average.

Although not part of the brief, $32,000 of product sales so far from six of nine stops.

100,000 people touched by the tour.

+370 million earned media impressions.

Over 1,300 photos shared via campaign hash tag.

8.2 million impressions via Twitter.

31,078 new Facebook likes since beginning of the tour.

91% of attendees said “Make Up Bag Remix = education” in their mind.

Due to the popularity of the Make-Up Bag Remix, Sephora is looking to introduce the service into its actual stores.