#mydentity

Moving Customer Relationships Forward with a Bus Tour

On the fifth anniversary of #mydentity, founder Guy Tang hit the road with Gear at the wheel. Gear planned and managed a five-month bus tour that enabled Guy to connect with retailers and professional stylists across the U.S. Custom bus wraps showcased the expert colorist and his products, becoming mobile billboards to drive consumer awareness. At every turn, Gear overcame roadblocks, including securing buses and drivers during a post-pandemic shortage, finding wrap artists, drafting liability wavers, and literally mapping the journey – which culminated in a NYC private dinner at Buddakan for key editors. Customer relationships grew, consumer recognition increased, editors were excited to connect with the brand and get face-to-face time with Guy, and sales continued in the right direction.

How We Made a Difference:

3 Buses covering 800 miles in 5 months

26 Retail Stops

7 States: CA, DE, NJ, NY, NV, PA, TX

The Gear Communications team is an absolute pleasure to work with. They have brought many of our product launch activations to life, seamlessly. Such as our US hair color bus tour that brought brand awareness and got us face to face with our customers after the pandemic. It was a huge undertaking, but the Gear Team made it look effortless. They are super women! Bri Stanton, Brand Manager, #mydentity


Gear Communication exceeds our expectations with their creative thinking, agility and project execution. It is refreshing to work with an agency that continues to bring a fresh perspective to our campaign calendar with strong KPIs that support the brand's long-term strategy and growth goals.. Stephanie Grady – Vice President of Marketing and Education, Henkel

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