Procter & Gamble supports ASDA health & beauty
Procter & Gamble is running a series of in-store health and beauty consultations for its Clairol, Pantene, Olay and Kandoo brands to support ASDA’s nationwide revamp of its Health & Beauty offering.
Brand experience agency LoewyBe is managing the campaign, which will see teams of hand-picked brand ambassadors visiting 16 major ASDA stores until the end of November.
Olay products are being promoted in ASDA foyers via a unique Beauty Imaging System – normally only used in beauty areas of department stores. Consultant skin care experts in branded tunics will use a special camera unit to produce a facial skin image of consumers, which can then be analysed for pores, lines, wrinkles, sun spots and general ageing. Results are discussed with consumers, and product recommendations made. Sampling and general advice on skincare regime is also being offered.
For Clairol, LoewyBe is providing a “Try it On Studio”, where two hair experts will photograph consumers and superimpose colour styles on a touch screen image to enable ‘try before you buy’ product recommendations.
For the Pantene range, consultants will offer to test the health of consumers’ hair with a Sonic Comb attached to a computer. The computer analyses the level of moisture, split ends, dryness and damage on a strand of hair, enabling consultants to give advice and recommend suitable products to deal with problem areas.
Finally LoewyBe’s roadshow for Kandoo Instant Foam Handwash and Foaming Wash Mittens will visit each store, offering interactive fun for families and incentives for multi-buy purchasers.
Each of the four brand experiences will spend from between one and three days at each of the 16 ASDA stores, during busy shopping times between Thursdays and Sundays.
“Most consumers buy their beauty products in department stores and specialist retailers, but ASDA is seeking to change that by redesigning its Health and Beauty aisles,” explains Sharon Richey, managing director at LoewyBe. “By offering the first technology-led individual beauty consultations in a supermarket environment, Procter & Gamble is providing a valuable free service to ASDA customers which will drive brand and retailer sales and loyalty.”
