Pop-ups: P&G Launches Temporary Salon To Showcase Beauty Brands - Event Marketer

Pop-ups: P&G Launches Temporary Salon To Showcase Beauty Brands

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Procter & Gamble Canada recently took a collection of its beauty products off drugstore shelves and featured them in a temporary storefront called the Look Fab Studio. The space which resembled an upscale salon was open in the heart of Toronto’s shopping district from April 13 to May 13 and featured free on-site hair coloring and styling beauty consultations and zones filled with product samples.
“The pop-up concept allowed us to have that one-on-one consumer interaction ” Joyce Law P&G Canada’s manager-external relations told Buzz.  “Our goal for the program was to… have them interact with our products and walk out of studio feeling like they’ve been transformed. [We hope they think] ‘Wow! I can use CoverGirl to do my makeup and end up looking fabulous.’”
Crest CoverGirl Nice ’n Easy Olay Pantene and Venus products are all part of the brand’s Look Fab campaign an umbrella positioning concept P&G has been using since 2002. Last year Look Fab leveraged interstitial ads during the WB TV show “Gilmore Girls ” featuring mother and daughter beauty makeovers. This year beauty expert Paul Venoit will demo products featured in the Look Fab Studio for the short TV spots.
The website (lookfab.com) offers tips and consults and gives users an interactive virtual tour of the salon that mimics the live experience. Agency: Upshot Chicago.


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