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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.
October 28, 2024
By: Lianna Albrizio
Associate Editor
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.
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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