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Vaseline interactive fan experience at BravoCon2025

The Road to BravoCon: How 5 Beauty Brands Turned Fandom Into Real-World Engagement

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When NBCUniversal and Unilever joined forces, the goal wasn’t just collaboration. It was cultural impact. For the first time, five iconic beauty brands – TRESemmé, NEXXUS, Vaseline, SheaMoisture, and Dove – came together under one unified creative platform designed to live across Bravo’s ecosystem of linear, streaming, social, and experiential content.

The Challenge? Uniting five distinct brand voices into one authentic story that resonates with Bravo’s passionate audience – a community where glam, individuality, and self-care collide. The ambition went beyond brand synergy: it was about creating a beauty moment that drove product discovery, retail integration, and emotional connection across every touchpoint.

Why Unilever and BravoCon were the Perfect Match

For Bravo devotees, beauty is more than products – it’s identity and expression. They don’t just watch their favorite stars; they emulate their confidence and style. This insight inspired The Road to BravoCon, turning the journey to BravoCon into a metaphor for empowerment and self-expression. The partnership leveraged Bravo’s cultural influence and NBCUniversal’s cross-platform storytelling to build a campaign that connected entertainment, fandom, and commerce.

First of its kind promotion for BravoCon 2025

A cinematic hero film and five brand-specific spots launched in September, featuring Bravo stars Ariana Madix (TRESemmé), Dorit Kemsley (NEXXUS), Amanda Batula (Vaseline), Ciara Miller (SheaMoisture), and Gina Kirschenheiter (Dove). Fans could “shop the journey” instantly via shoppable overlays, QR codes, and streaming integrations. Retail partnerships with Walmart, Target, and Kroger brought the story to life in over 3,500 stores and online, turning cultural engagement into commerce.

BravoCon mail promotion for TRESemme and Nexxus

TRESemmé, NEXXUS and Vaseline capture attention at BravoCon

At BravoCon, three bespoke brand activations transformed the campaign into immersive fan experiences.

  1. TRESemmé welcomed fans to “Viva Gloss Vegas,” a high-energy destination inspired by effortless glamour and self-expression.

    TRESemme's Viva Gloss Vegas Booth at BravoCon

  2. NEXXUS hosted the “Sleek & Chic Styling Suite,” where attendees indulged in salon level luxury through hands-on styling moments.

    Nexxus Sleek and Chic Styling booth at BravoCon

  3. Vaseline invited guests to escape the dry desert at the “BravoCon Summer House Oasis,” a playful, Hamptons-inspired space celebrating glowy & hydrated skin.

    Vaseline's Summer House Oasis at BravoCon

Custom social content filmed on-site extended the excitement beyond the convention floor, amplifying behind-the-scenes moments and fan interactions across talent and brand channels.

This was a first-of-its-kind collaboration – five powerhouse brands united under one creative and commercial umbrella, amplified by Bravo’s cross-IP talent roster. From Bravo to Peacock, from social feeds to store shelves, The Road to BravoCon proved that branded entertainment can do more than entertain – it can drive culture, commerce, and community all at once.

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