Bobbi Brown, as in the makeup brand not the singer, did an interesting little promotion with Uber the other day that caught my eye. It captured my attention because Uber has made its way so intimately into so many of our lives, that for many brands it makes perfect sense as a partner.
But for makeup?
Well, think about it. How many women put their makeup on in the car? Or a taxi if you live in a big urban center? How many men primp a bit in the car? Especially little touchups to make sure you're all put together?
Research shows...a lot! So perhaps there is a natural tie-in for Bobbi Brown makeup and Uber...
To launch their new line of Retouching products, Bobbi Brown wrapped and stocked 20 Uber cars in New York and 20 Uber cars in LA with makeup artists in the backseats from 5:00pm - 9:00pm...perfect touchup time to go from day to night. Or from day to "heeyy" as I like to say.
Lucky riders simply ordered this special car on the Uber app. Pretty smart, and a great way to bring attention to a new line of products in the exact environment where they are likely to be used.
Perhaps this is something they should continuing...
What's your experience? JIM.