☕ Touch up
Inside NYX’s partnership with TelevisaUnivision’s PJ Fest.
Marketing Brew <[email protected]>
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Morning Brew promotes the rebranding of Novo Nordisk to "Novo" and highlights TelevisaUnivision's expansion of Premios Juventud into PJ Fest. The festival features brand activations, including a partnership with NYX Professional Makeup, which offered a makeup bar and product giveaways. Morning Brew showcases NYX's efforts to connect with Latina audiences through the festival.
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567 words · about 2 min to read
September 17, 2026
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Presented By
Sponsor Logo: The Ibotta Performance Network
Today is Thursday. Danish pharmaceutical company Novo Nordisk, the maker of GLP-1s Ozempic and Wegovy, is shedding some extra letters, rebranding to, simply, “Novo.”
In today’s edition:
Just show up 💄
Balancing act ⚽
Stadium seeding 🏈
—Jennimai Nguyen, Alyssa Meyers, Jeena Sharma
BRAND STRATEGY
Dancing queen
A cardboard cutout of NYX Buttermelt Blush product held above a crowd with pink light and confetti falling all around.
Juansvisuals for TelevisaUnivision
No dance floor is complete without a makeup bar—at least, not at PJ Fest.
At upfronts earlier this year, TelevisaUnivision announced the expansion of Premios Juventud, its flagship youth music awards show, into PJ Fest, a six-day, multi-city festival experience bringing together brand activations and exclusive concerts for onsite attendees and streaming audiences via YouTube, Facebook, and TelevisaUnivision-owned streaming service ViX. The festival popped up in Miami, Los Angeles, and Houston before culminating with the awards show in Marbella, Spain, on September 3—marking the first time TelevisaUnivision has taken the show to Europe.
But before the show could go on, PJ Fest’s Miami kickoff party, in collaboration with the touring party experience Bresh and powered by NYX Professional Makeup, set the scene.
Abril Reiss, VP of brand partnerships at TelevisaUnivision, told us that the event’s theme, “Prep, Set, Perreo,” offered a natural entry point for the beauty brand. Perreo, a sensual style of dancing tied to reggaeton music, was the focus of the dance floor, but when partiers wanted to make sure their glam continued looking good throughout, they could visit NYX’s activation, which featured a professional makeup artist applying the brand’s Buttermelt Blush product and included product giveaways.
For NYX, PJ Fest marked the latest way the makeup brand has aimed to deepen its connection to Latina and Hispanic audiences, according to Ana McMahon, GM for NYX Professional Makeup USA at L’Oréal.
“Knowing that our vision and mission is not to show up at one-off events, but to show up year-long with our Latina baddies, as we say, [PJ Fest] was already on the radar,” McMahon said.
Continue reading here.—JN
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Sponsored By The Ibotta Performance Network
Promotions: The apple of the aisle
Sponsor: The Ibotta Performance Network
Gone are the days of wandering the grocery aisles for an hour and coming home with stuff that wasn’t on your list.
According to a recent survey from Ibotta, 70% of US consumers have a preferred grocery delivery service, which means their shopping journey is less inspired by the efforts of merchandising and shelf placement and more defined by habits and repeat purchasing.
Saved baskets, “buy again” buttons, and subscriptions all create a frictionless experience that is certainly convenient. But brands depend on consumers’ willingness to try new things.
Discovery just isn’t the same anymore. Luckily, cash-back offers + promotions still make consumers pause and reconsider what they were going to buy.
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Old habits die hard…but a good deal helps.
SPORTS MARKETING
Summer lovin’
MLS CMO Radhika Duggal and Marketing Brew senior reporter Alyssa Meyers appear on set as part of a video interview
Morning Brew Inc.
It’s been quite the summer for Major League Soccer—and for CMO Radhika Duggal.
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