Marketing News

Essence Makeup Hits the Road for ‘Call Me Queen’ College Tour

The initiative follows a series of creative campaigns from the brand over the past year including a Roblox game, Color Dare, Olympic partnerships and more – all aimed at broadening brand awareness.

On Sept. 24, Essence Makeup kicked off its six-city, cross-country “Call Me Queen” college tour at San Diego State University with free branded mascaras and other goodies.

Tubes of the brand’s “Call Me Queen” mascara are being distributed at select college campuses nationwide.

The brand took a guerrilla-style approach to the tour, moving across different areas of campus with the support of partner Home From College. At each location, the brand tapped a few ambassadors to promote events, sample products, engage with sororities and clubs and create social media content.

The initiative follows a series of creative campaigns from the brand over the past year including a Roblox game, Color Dare, Olympic partnerships and more – all aimed at broadening their audience.

Essence headed to the University of Georgia on Oct. 24 and will roll up to the University of Florida on Nov. 1.

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