Garnier Woos Festivalgoers with On-Site Salon
Music festivals offer attendees plenty of perks, but between the heat, crowds and limited showers, good hair days generally aren’t one of them. So to keep young, female festivalgoers looking and feeling their best, Garnier activated an immersive sampling experience at five of the nation’s hottest festivals. Aiming to foster one-on-one consumer experiences, the brand activated an on-site salon, executed campground shower takeovers and distributed thousands of product samples as part of its #GarnierMusic experience, earning a 41 percent lift in sales along the way.
Garnier knew it needed to develop a program that catered to millennials’ desire for self-expression while immersing them in its lineup of hair care products in a meaningful way. To accomplish both goals, the brand offered an array of personalized touchpoints. The 40-foot by 40-foot Garnier Salon provided festivalgoers with on-site hair washing and styling from a professional stylist, as well as coloring consultations. The brand also provided free products upon entrance and exit of on-site showers, set up self-style stations to help attendees touch up their look between shows and distributed Festival Survival Kits featuring product samples and festival-themed swag including sunglasses, bandanas and hair ties. An on-site recycling initiative, influencer program and partnerships with audience-relevant brands like Alex and Ani rounded out the activation.
As a result of the program, Garnier earned 121 million impressions and a 2.4 percent increase in category share—a thing of beauty.