Glamsquad will be on the go — literally — this New York Fashion Week, with a fleet of Glamtaxis offering professional makeup touch-ups and braid services en-route to and from the shows.
“New York Fashion Week is frequented by Glamsquad’s target audience, time-starved women who are always on the go and need to look their best. It’s important for our brand to participate in New York Fashion Week in a meaningful way that delivers convenience, confidence, and our signature services to this core demographic,” said Alexandra Wilkis Wilson, cofounder and chief executive officer of the mobile beauty app, which allows customers in New York, Los Angeles, and Miami to book at-home appointments for professional makeup, hair and nail services. “This activation is going to be a test for us to explore new delivery methods for our mobile beauty services.”
The neon-coral Chevy Suburbans, emblazoned with the Glamsquad logo, will be traveling to and from Skylight Clarkson Studios, MILK Studios, Spring Studios, and IMG’s headquarters from Friday, September 11 to Thursday, September 17, between 9 a.m. and 7 p.m.
To get a Glamtaxi, hopeful riders are encouraged to follow @Glamsquad on Twitter and Instagram, where Glamtaxi locations will be tracked in real-time throughout the week. Once a Glamtaxi has been located, it can be entered off the street just as one would regularly — although this ride is free. All that’s needed for entry is proof that the Glamsquad app has been downloaded on the rider’s phone. Though technically any curious passerby with the Glamsquad app can catch a ride in the Glamtaxi, busy editors and buyers are the targets of this campaign.
Glamtaxis will hold up to four passengers at a time, leaving room for two beauty professionals. “It makes the experience fun and social,” said Wilkis Wilson. “You can recommend to your colleagues and say, ‘Oh, you should experiment, or why don’t you try a bold lip or go with a smoky eye?’”
And what of the obvious hazards that come with applying makeup in a moving vehicle? Safety comes first, according to Wilkis Wilson, who noted that services are to be performed only when the Glamtaxi is at a stop. And if a makeup mishap does occur en-route, Glamsquad is prepared. “It’s beauty professionals performing the service, so if there is an errant piece of eyeliner, they know to fix it, and they will.”