Top selling brands by Procter &Gamble will be supporting a nationwide revamp of ASDA’s health and beauty range by hosting in-store consultations. The brands to be included are Pantene, Kandoo, Clairol and Olay.
The campaign will be managed by LoewyBe, a brand experience agency, who will be sending brand ambassadors to 16 major ASDA stores until the end of November.
Customers will find Olay products being promoted in ASDA foyers using Beauty Imaging Systems which are usually found in beauty sections of department stores. The skin care experts who will be visible in branded tunics will have the use of special cameras to create a facial skin image of customers. These will be used to analyse pores, wrinkles, sun spots, lines and ageing. The consultants will go through the results with the customer and make recommendations for which products to use. Samples will be given help customers make a decision as well as general advice on skincare regimes on offer.
The Clairol team will be offering a ‘Try it On Studio,’ where photographs will be taken of consumers by two hair experts. The photos will be used to superimpose styles and colours on a screen to give an idea of products likely to suit.
Consultants for Pantene will be offering to test consumers’ hair using a Sonic Comb attached to a computer. The test analyses moisture levels, split ends, damage and dryness on a strand of hair. This information will help consultants to give advice and recommend products most suitable for any problem areas.
Kandoo will be offering interactive activities in each store for families. The road show will be promoting Instant Foam Handwash and Foaming Wash Mittens.
The duration of the visits at each participating store will between one and three days, usually from a Thursday to Sunday.
Sharon Richey, managing director at LoewyBe said, “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. 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.”