Beautyblender Peddles New Resetter in New York City

Beautyblender is peddling the benefits of its new Resetter with a partnership with NYC Citi Bike.

Aimed to take beauty marketing to the streets with a new activation that’s meeting busy New Yorkers where they are (literally!), the brand has transformed select NYC Citi Bike docking stations into vibrant Beautyblender “takeovers.”

The spotlight is on newest launch, Resetter, an on-the-go complexion washable refresher designed to instantly absorb oil, reduce shine and refresh makeup without the need for a compact mirror or touch-up kit. Made with the brand’s signature open-cell foam and housed in a sleek silicone case, it offers an alternative to blotting papers for a mess-free refresh, according to the brand.

Experiential Marketing

As beauty brands continue to steer past traditional advertising, officials say the Beautyblender x Citi Bike collaboration is a shining example of experiential marketing that seamlessly integrates into consumers’ daily routines. Rather than interrupting the commute, the brand is making the activation part of it, reinforcing the Resetter as an everyday essential for life on the fly.

Participating Citi Bike Locations

Participating Citi Bike locations include:

Meatpacking District
15 Gansevoort St & Hudson St on Gansevoort Street
Hudson St & W 13 St on Hudson Street

Williamsburg, Brooklyn
N 6 St & Bedford Ave on North 6th Street

Resetter retails for $25 at Sephora.com.