L’Oreal Paris is giving facial cleansing consultations at college campuses to promote its new Go 360 Clean facial cleanser. Kicked off at California State University in Long Beach on March 17, the Go Beyond Clean College Campus Tour is hitting 10 campuses through April 27.
“The objective is to create an on-campus experience that builds trial and awareness,” Jennifer Paganini, assistant vp-consumer promotions and alliances and events at L’Oreal, told Buzz. “It’s a very innovative product and we want to establish it as the face cleansing solution for men and women within this audience.”
Inside a branded Airstream, the brand indulges students in a full-fledged facial cleansing experience. They’re greeted by a knowledgeable brand ambassador that discusses each attendee’s skin type and helps them pick the appropriate cleanser. Then the student is handed a water bottle as well as a spa-style headband before being coached through the cleansing process over one of two sinks. Once the consultation is finished, the students are directed to a spa-like area to receive a back massage. They are invited to linger and drink more water as well as touch up their makeup with L’Oreal cosmetics. Each attendee walks away with the headband, a sample, a brochure and a coupon. To inspire data collection, they’re encouraged to enter a sweepstakes at laptop stations under a tent outside the Airstream to win an iPad or a trip to the cleanest place on earth, Tazmania, Australia. L’Oreal also offers smaller scale experiences for the product via two GEM electric vehicles.
To help spread the word, L’Oreal sends students “save the date” messages on Facebook before it arrives on each campus. Once on site, it uploads photos and video content from each experience to its fan page and offers a printable $1 coupon. Agency: Legacy Marketing, Chicago.