eos × NYLON: Five Custom Popsicles for the Dewy Lip Shine Launch in SoHo

The Brief

eos launched Dewy Lip Shine in five shades with dessert names: Dirty Chai, Strawberry Milk, Peach Fizz, Jelly Donut and ‘Nilla Glaze. For the New York launch, NYLON and eos wanted a moment on the last day of Fashion Week that let people taste the collection, not just try it on. The idea: a pink truck in SoHo serving a popsicle for every shade. NVS Visuals designed, built and ran the whole pop-up at 575 Broadway on September 15, 2026.

Why NVS

This activation needed a branded truck, a product wall, floral fabrication, five custom food products, branded packaging, canned water, permits and a trained team. Most brands would hire five vendors for that. We own the truck, print the wraps, build the sets and run a licensed commissary with our own culinary team, so NYLON had one partner from first render to strike.

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Developing Five Flavors From Five Lip Shine Shades

The popsicles were the center of the activation, so we treated them like a product launch of their own. Each flavor had to do two things: match its lip shine shade in color, so the popsicle and the tube looked like a set in every photo, and taste like the name on the tube.

Our culinary team started from the shade names and colors eos provided and built each recipe around them. We tested bases, sweetness and color in our commissary and adjusted until each popsicle held its color when frozen and read clearly next to the product. Clear fruit flavors and creamy, dessert-style flavors freeze differently, so each recipe needed its own base and its own balance of sweetness and texture to hold a clean shape on a warm September afternoon.

The five flavors

• Dirty Chai – a creamy chai-spice popsicle, matched to the warm brown Dirty Chai shade.
• Strawberry Milk – strawberries and cream in a soft pink, matched to Strawberry Milk.
• Peach Fizz – a bright peach popsicle with a light, fizzy finish, matched to the coral Peach Fizz shade.
• Jelly Donut – berry jam and sweet dough flavor in a deep berry tone, matched to Jelly Donut.
• ‘Nilla Glaze – a vanilla-glaze popsicle in a pale cream, matched to ‘Nilla Glaze.

Once the flavors were approved, we produced the full run in our commissary, filled and froze them in batches and wrapped each one in custom eos packaging we designed and printed in-house. On the day, the five flavors sat side by side in the truck’s freezer like a shade chart, and the popsicle menu on the truck listed them in the same order as the lip shines on the product wall.

Canned Water

eos also wanted a cold drink to hand out alongside the popsicles. Instead of buying bottled water with a sticker, we produced eos-branded canned water in-house: aluminum cans filled, sealed and labeled with the round eos logo, then chilled in branded coolers on the truck. A brand ambassador kept the coolers stocked all day so the line never waited on a drink.

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The Truck, the Product Wall and the Hedge

We wrapped our food truck in eos pink with “dewy Lip Shine” lettering and extended the branding to the roof so it read from down the block. On the sidewalk we built a product wall with acrylic holders that kept the lip shines upright and out of their boxes, 3D Dewy signage and live florals in a range from ballet pink to hot pink. Next to it, a pink floral hedge wall with a mirror gave guests a photo moment without stopping the line.

Permits, Staff and the Line

Broadway in SoHo is one of the hardest blocks in New York to activate on. We handled the permitting for the truck and the sidewalk build, and planned the floor plan around a press line and a separate public queue with stanchions, an entry sign and room for photos.

Every NVS team member worked in a matching uniform: pink wide-leg pants and a white hat with the round pink eos logo. The day ran in two parts:

• A press hour, with a brand ambassador checking in media on an iPad and handing out 75 press gift bags.
• The public opening, where the first 50 guests in line received a gift bag with the full Dewy Lip Shine collection.
• After that, a clicker at the front of the line: every 25th guest won a surprise eos mist and lotion.

We stocked 2,560 Dewy Lip Shines for the day, an even split across all five shades, and the line ran down the block from open to close.

Seen on Social

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What NVS Provided

• Food truck from the NVS fleet, full eos pink wrap and roof branding
• Development and production of five custom popsicle flavors
• Custom popsicle packaging, designed and printed in-house
• eos-branded canned water, produced in-house
• Product wall, 3D Dewy signage, live florals and hedge wall with mirror
• Permits, floor plan, stanchions and line management
• Uniformed staff with branded hats, press check-in and giveaway program
• Load-in, on-site production and strike

Client: NYLON (Bustle Digital Group). Brand: eos. Event photos: Alyssa Greenberg for NYLON.

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