L’Oreal were looking to reinvigorate the Ultimate Blends brand, and reposition itself in the crowded hair and beauty space. Creating a luxury consumer experience with a focus on health and wellbeing was the perfect way to achieve this.
Worth Retail were appointed by Garnier to relaunch its Ultimate Blends range with an immersive 3 day pop-up experience, complete with art installations, a braid bar, a Beyonce Barre class and more.
L’Oreal were looking to reinvigorate the Ultimate Blends brand, and reposition itself in the crowded hair and beauty space. Creating a luxury consumer experience with a focus on health and wellbeing was the perfect way to do this. The pop-up was designed to create a buzz alongside a wide campaign including a TV advert, sampling campaign and social media advertising.
The Flash Pack were appointed to provide two key elements of the brand activation; a GIF booth and personalised shampoo bottle labels that would be instantly available as a consumer take-away.
As Lizz Wainwright, Senior Product Manager at L’Oreal says, “And of course, no event would be complete without a photobooth,” and we understood that creating a photo experience that would encourage social sharing was a critical element to the campaign; to extend the event’s reach outside of its location in Soho.
A fully branded GIF booth welcomed stars and influencers such as Fearne Cotton, Carly Musleh, Blogger ‘London Beauty Queen’, Angela Scanlon, New Magazine, Blogger ‘Coco’s Tea Party’ and Danielle Peazer. Guests were invited to select their favourite blend to create the branded GIF overlay, to match their personalised shampoo bottle.
Guests were able to choose from 6 messages to personalise with a loved one’s name, to create their waterproof shampoo label, using a touch screen to navigate their choices. Photos of the labels proved very popular on Instagram!
Overall, the event enjoyed a potential reach on Instagram of 3.5m+ and 10.1m+ on Twitter.
Find out more about our GIF booths here.