NYX Professional Makeup

Beauty + Swag Truck and Flagship Store Grand Opening

NYX Professional Makeup partnered with EventNetUSA to produce a mobile beauty experience to raise awareness and excitement for their Union Square Flagship Store Grand Opening in New York City.


  • Converted a food truck into a Beauty + Swag Truck, complete with 3 makeup vanity stations, social media staging area, and integrated A/V monitor
  • Contracted, trained, and managed one tour manager and a team of local brand ambassadors to deliver brand messaging and perform Express Lip Touch-Ups across New York City
  • Developed a strategic 2 week guerilla marketing and event schedule for Beauty + Swag Truck
  • Secured and coordinated all street permits for press visits, line-management, and truck parking in Union Square
  • Pursued and coordinated line hospitality with brands including LaCroix Sparkling Water, Bai Beverages, Chloe’s Soft Serve Fruit, and SoulCycle to treat guests to samples & class passes as they waited in line

Interested in grand openings & mobile marketing vehicles?


  • 5.5 guerilla sampling and 3.5 event days
  • 500,000+ over-the-road impressions
  • 8,500+ one-on-one interactions
  • 7 press visits
  • 75% of direct interactions posted to social media
  • Managed 50,000+ New Yorkers in line at Union Square

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(954) 467-9898