From the 4th of July through September 10th, CoverGirl has been on a beauty road trip – promoting its newest products around the country. The concept for the brand’s mobile media marketing tour was created by G7 Entertainment Marketing.

The P&G Beauty brand’s pop-up tour stops began in New York City’s South Street Seaport, and included several summer destinations like California’s Santa Monica Beach and the Lollapalooza event in Chicago – and the road trip will end on September 10th at the Apollo Theater in New York City.

And what has the CG team been traveling in?

The “party bus” – or ‘mobile pop-up shop’ – that was designed for CoverGirl was made from an old shipping container. As it reaches each stop on the tour, the parts are assembled to turn into what some might say resembles and an upscale tent.

Boxman Studios customized and branded the 20-foot container, which becomes a place to display products and give makeovers at each location. When traveling, the container turns into a mobile billboard. It is decorated with the faces of the brand’s “cover girls” including Sofia Vergara and Pink.

Customizing shipping containers is Boxman Studio’s specialty, and the company has designed and developed similar concepts for a range of markets and applications around the world.

Chappel McCollister, senior account executive, G7 Entertainment Marketing, commented: “There are a lot of moving pieces to this project, and Boxman Studios has been great – they are handling everything from structural customization to the logistics of delivery, set-up and transportation.”

Photo: One wall of the shipping container, displayed on location. It is decorated with the cover girl, and pop artist, Pink.