The £600,000 campaign has been designed, planned and executed by outdoor media company Posterscope and agencies PSLive, Vizeum and Liveposter.
The branded Very Beauty bus will visit Liverpool, Leeds and Birmingham city centres over the next two weeks, giving local residents mini-makeovers and encouraging them to share their experience via social media.
An Instagram photo booth has been installed on the bus to push photos out through the social network. Consumers will be encouraged to tweet and share their pictures using the hashtag #VeryBeautyTour and the Twitter handle @VeryNetwork for the opportunity to win a £1,000 Very beauty bundle.
The 8m long by 3m high transparent bus will showcase the beauty offerings on the Shop Direct fashion site, including products from brands such as Babyliss, Nails Inc, Max Factor and Bourjois.
Around 10,000 goodie bags will also be handed out along the route, with people encouraged to win prizes via a bespoke Very iPad game, developed by PSLive.
Sophie Parfitt, senior marketing executive at Shop Direct, said: "More than 69% of UK women want to look elegant when they go out, so we wanted to position Very.co.uk as a brand which is at the heart of this 'getting ready' moment.
"The campaign that Posterscope, PSLive and Vizeum have put together gives us the opportunity to communicate with the consumer across a number of channels using a truly innovative experiential event."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.