IPSY, a Beauty For All brand, is the largest beauty subscription in the world, servicing their members with a curated assortment of products delivered straight to their door on a monthly basis.  

In celebration of their 10-year “Glamiversary”, IPSY invited its trusted beauty partners, including Sunday Riley, to activate at Hudson Yards, New York for a two-day customer engagement event to honor a decade of beauty discovery. The live beauty event featured free giveaways, guest appearances and fireside chats, live demonstrations, free beauty services in the double-decker bus, photo opportunities, a flash mob and brand activations from over 20 beauty brand partners. 

Given that the event was open to the public and would attract new customers who might be unfamiliar with the brand, the Marketing Team chose to center all activation elements around Sunday Riley’s #1 bestseller, Good Genes.

The selected theme, Glow with Good Genes, was incorporated into all elements of the weekend from a fully built-out product sampling bar to a spin-the-wheel activation to win branded swag and full size products. Attendees got to engage with Sunday Riley experts, learn about the full product lineup, and were offered promotional discounts to shop the sampled products at the nearby Sephora Hudson Yards. 

The weekend event attracted a total of 7,345 beauty-obsessed shoppers, garnered 1.2MM social impressions and increased the overall market goal by 22%.

Activation highlights Include:

• Life-size Build Your Own Glam Bag Station, sponsored by Sunday Riley 

• “Glow from Morning to Evening with Good Genes” Onstage Masterclass with Sunday Riley Head of Education

• Celebrity appearances by comedian Benito Skinner and MUA Angel Merino