Today’s information-overloaded clients need more than just a pretty package to seal the deal when it comes to marketing your brand, writes Nadia Stennett.
If beauty brands have learned anything in the last decade, it’s that novel approaches pay. With an already saturated market of salon products, companies know it takes more than a pretty package and a web address to lure customers in. Flash mobs, guerrilla marketing and going viral aren’t reserved for indie start-ups anymore. Today’s overstimulated clients require serious outside the box thinking when it comes to grabbing their attention.
At this month’s Vogue Fashion’s Night Out, salon skincare giant Priori put together a new box entirely, inviting potential clients to step inside a shipping box transformed into an upmarket salon as part of the brand’s campaign to get clients to experience their products first hand.
Flash mobs, guerrilla marketing and going viral aren’t reserved for indie start-ups anymore. Today’s overstimulated clients require serious outside the box thinking when it comes to grabbing their attention.
“Nothing gets a consumer more hooked onto a product than touching and feeling it on their skin,” says True Solutions media manager, Mia Cassin.
Inside the made-over shipping container, attendees were treated to complimentary mini makeovers with Priori CoffeeBerry minerals products, allowing them a unique opportunity to get to know the range in an unconventional environment.
“Only a small percentage of consumers visit a beauty salon, so by being a part of this action-packed event it allows us to reach out to consumers and let them know about the brand and the benefits of Priori in a non-threatening environment. Ultimately by doing events like Vogue Fashion’s Night Out, we’re driving business into our stockists, which is our aim,” explains Cassin.
Have your say: Do you think outside the box initiatives like this help attract new clients? Would you do something similar?