L’Oreal Cleans Up on College Campuses
L’Oreal Paris gave away facial cleansing consultations at college campuses to promote its new Go 360 Clean facial cleanser. Kicked off at California State University in Long Beach, the Go Beyond Clean College Campus Tour hit 10 campuses over six weeks.
“The objective is to create an on-campus experience that builds trial and awareness,” says Jennifer Paganini, Assistant VP, Consumer Promotions and Alliances and events at L’Oreal. “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 indulged students in a full-fledged facial cleansing experience. They were greeted by a knowledgeable brand ambassador that discussed each attendee’s skin type and helped them pick the appropriate cleanser. Then the student was 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 was finished, the students were directed to a spa-like area to receive a back massage. They were invited to linger and drink water as well as touch up their makeup with L’Oreal cosmetics. Each attendee walked away with the headband, a sample, a brochure and a coupon. To inspire data collection, they were 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 offered smaller scale experiences for the product via two GEM electric vehicles.
To help spread the word, L’Oreal sent students “save the date” messages on Facebook before it arrived on each campus. Once on site, it uploaded photos and video content from each experience to its fan page and offered a printable $1 coupon.
The Results: More than 41,000 one-to-one engagements with 96 percent of consumers telling at least one person about the event. On average, they told three or four.