Back in June, we launched something we'd never done before: a same-day, three-city debut of "Get Match Day Ready," our World Cup beauty partnership with Fazit — live simultaneously across our New York, Boca Raton, and Houston lounges. It was Fazit's first-ever in-store makeover experience, and looking back at the summer it produced, it's worth taking a lap around everywhere this campaign traveled.
The partnership let guests add a Fazit face or hair decal — waterproof, sweat proof, and available in colors representing the U.S. and countries including Mexico, Brazil, Spain, Portugal, and Colombia — to any beauty appointment for $15. Our Co-Founder and Co-CEO Nicki Maron, a former college soccer player, called the collaboration personal: "The opportunity to combine that energy with beauty and self-expression felt incredibly authentic."
The announcement went out via Business Wire and was picked up by outlets across the country within days, from AOL to the Joplin Globe, the Rutland Herald, the Bluefield Daily Telegraph, and dozens of regional papers nationwide — the kind of broad, simultaneous syndication that made this our widest-reaching launch of the year.
The story kept growing
What made this campaign different wasn't just the initial launch — it was how long it stayed in the conversation. Through the rest of June, the trade and consumer press picked it up from every angle:
- TrendHunter and Vitamin Rush covered it as a standalone beauty trend
- Cosmetics Business and Bagable included it in roundups on how beauty brands were scoring points with World Cup marketing
- The Boca Raton Tribune covered the local angle directly
- BeautyMatter wrote it up as a case study in World Cup beauty strategy
- Modern Retail covered the partnership in June — and the story had enough legs that Digiday ran it again in July
Across trade press, local news, and beauty media, the through line was the same: a beauty brand finding a genuine, low-lift way to plug into a cultural moment fans were already excited about.
Ending on a high note
Nine weeks after launch, the campaign earned a nomination for Best Campaign at the 2026 Beacon Awards, as named by Beauty Independent — recognition from the beauty industry itself for a partnership that started as a single retail activation and grew into one of the most-covered stories of our summer. Winners haven't been announced yet, but the nomination alone is a genuinely big deal: it puts "Get Match Day Ready" in the conversation among the beauty industry's best campaign work of the year.
We'll share the results as soon as they're announced. In the meantime, thank you to Fazit for a partnership we're proud of, and to every outlet that helped this story travel as far as it did.
Curious what's next? Follow along for more from Blushington.