Beginning in August, Bare Escentuals hits the road for a road trip! With the beauty brand's new Quickie Vans heading across America, Bare Escentuals will be handing out samples and doing 'make-unders."
In October, Blodgett for Bare Escentuals will board a tour bus, that used to be used by David Copperfield, making stops at retailers along the East Coast. Blodgett and her road crew plan to visit St. Johns, Fla. (Sephora); Greenville, S.C. (Ulta); Richmond, Va. (Nordstrom); Philadelphia (hotel master class); New York (Bloomingdale’s), and Smith Haven, N.Y. (Bare Escentuals boutique).
The pit stop at the 59th Street Bloomingdale’s will have particular significance to Blodgett, because it’s where she got her start in the beauty business, selling “hair sticks” (think chopsticks) for commission only. On a recent spring morning, she twisted her long brown hair around the base of her head to demonstrate her go-to look for in-store demonstrations, impressing her breakfast companions.
With Bare Escentuals cult following, it is credited with jump-starting the mineral-makeup trend, has loyal customers to see and women to convert to its product portfolio — hence the bus tour and the Quickie Vans.
The vans are an extension of the company’s spring road trip that resulted in 11,000 make-unders — or a less-is-more makeover with mineral-based products. The fall tour, branded Tour of America 2010: Rethink the Quickie, will cover more ground, visiting 92 cities with three separate Quickie Vans. Together, the vans plan to log 1,700 miles. Consumers also can vote for one mystery stop via a Facebook application. This time around, visitors will be able to purchase products from the electric-powered Quickie Vans, which pop up into mini boutiques.
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Kelley Woods for Second City Style