Braun’s challenge was simple. The brand wanted to draw awareness to its IPL range, so it implemented a high-reach media campaign nationally.
To support this, Braun engaged us to devise a disruptive trial experience and launch event to drive the messaging further in-store. The biggest challenge? We only had two and a half weeks to deliver from sign-off to execution!
Research shows that having a celebrity endorse a beauty product can positively impact sales by up to 4%. Braun had Loose Women’s Frankie Bridge as the face of their IPL range, so a meet and greet with her was arranged.
87% of consumers look to expert reviews when making a purchase decision. So, proving the range's efficacy would require a dual approach: product trials for attendees to test for themselves and expert advice from a qualified beauty practitioner and a Braun’s R&D team member to back up the science behind the product design.
Our strategy was to create a full in-store experience from start to finish with multiple touchpoints. We’d include celebrity endorsements, advice from qualified experts, Braun’s R&D team members, Q&A sessions, and opportunities for attendees to try the range, sprinkled with complimentary treats to enhance the activation.
We took over the experiential space and Beauty Bar in the Boots Beauty store in Battersea to promote the new product. Guests attended a Q&A with celebrity Braun Ambassador Frankie Bridge alongside esteemed dermatologist Dr Pyal to educate and excite them about the efficacy of the IPL machines.
Upon arrival, customers were greeted with branded cupcakes and a refreshing glass of fizz. They relaxed while learning about key USPs and had the chance to test the device and accompanying app guided by a team of expert beauticians. At the same time, Frankie Bridge raved about the product, sharing her results and recommendations.
