Sephora and Rare Beauty have kicked off a new East Coast activation, launching LCNC2BLSH (License to Blush)—a mobile brand experience aimed at deepening consumer engagement with the Selena Gomez-founded beauty line.
The travelling beauty bus rolled into Brisbane’s King George Square on Friday, 28 June, before heading to the Gold Coast’s Pacific Fair on Saturday, drawing crowds of Beauty Pass members eager to explore the Rare Beauty universe.
The immersive activation invites guests onboard for complimentary product trials, touch-ups, and gamified experiences, culminating in a personalised ‘License to Blush’ certificate. Visitors also receive deluxe samples and surprise gifts—part of Sephora’s strategy to bring digital-savvy beauty consumers into meaningful offline moments.
The pop-up is exclusive to Sephora, which holds Rare Beauty’s distribution rights in Australia.
Next, the tour heads to Sydney with stops scheduled at Parramatta, Centenary Square, from 10am – 4:30pm on Saturday, July 5 and Sydney CBD, Overseas Passenger Terminal, from 10am – 4:30pm on Sunday, July 6.
Consumers who shop via the Sephora app during the event will also receive a gift with purchase, while stocks last.
The LCNC2BLSH campaign reflects growing investment by global beauty brands in experiential marketing, as Rare Beauty continues to cement its position as one of Sephora’s top-performing lines.
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