BRIEF:
To control the launching actions of 80 new hair products through two editions of the Unilever Hair Expertise event for the Unilever sales team as well as for the press, in view of the arrival of two new international brands – TRESemmé and Keratinology by Seda -, as well as the re-launches of the full CLEAR line, the SEDA straight and curly lines, and the launch of the new variant Dove Pós Progressiva.
INSIGHT:
Access at home to all benefits of salon treatments adopting technology and innovation.
Strategy:
Creating a set design made up of neon images that took guests to a sensorial experience related to the concepts adopted by Unilever: technology and innovation. Through a special structure built at the site, the audience was able to check the benefits of the new lines.
Execution:
Press conference held on November 1st with the event spokespeople: Adrea Salgueiro Cruz Lima, Unilever Personal Care businesses vice-president; Marcela Mariano, Unilever Hair Department marketing director and Eduardo Campanella, marketing manager to TRESemmé, Keratinology by Seda and Seda. The actresses Isis Valverde (Seda’s ad-girl), Thaila Ayala (TRESemmé’s ad-girl) and Cléo Pires (Clear’s ad-girl) were also present at the event, attending the products’ launch and sharing beauty tips with the guests. At the end of the presentation, the actresses positioned themselves in front of the brands each represents, posed for picture shots and were interviewed by the attending journalists.
Results:
About 120 journalists attended the event, including representatives of important vehicles such as: Vogue, Boa Forma, Claudia, Nova, Elle, VIP, Caras, TV-Caras, Glamurama, QUEM, O Estado de S. Paulo, Brasil Econômico, Valor Econômico, Meio & Mensagem, Propaganda & Marketing, Terra, G1-Globo.com, among others. Clients’ technical visits to Customer Insight and Innovation Center – CiiC, located at the company’s headquarters in Sao Paulo, for getting acquainted with the potential of the innovations and having an unique experience with the products.
Tags: Banco de Eventos, clear, dove, Keratinology, promotional marketing, seda, shampoo, TRESemmé, Unilever, xampu
