Client:

Bourjois

Project:

Promotion of new Cocktails cosmetics range

Objective:

Maximise awareness of the new range and encourage sales

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To mark the launch of their new “Cocktails” range and to introduce customers and prospects to their new in-store merchandising units, Bourjois instructed the event business to create noise and excitement around the brand to encourage trial and purchase in flagship Boots stores.

We adopted the colourful ‘cocktails’ theme and designed a face-to- face promotion that included putting an attractive, personable cocktail waiter in store (recruited and trained by us) to interact with customers. His friendly approach was followed through by a professional Bourjois make up artist who was on hand to promote the new range, offer advice on products and colours and carry out mini make-overs.

The promotional activity centred on an eye-catching display stand designed and installed by the event business. To help draw customer attention to the new Bourjois merchandising stands we worked in close co-operation with the Boots beauty managers to ensure the promotional activity was located next to these units.

The promotion ran over 2 weekends in July, deliberately selected to hit Bourjois’ target audience at peak holiday times. The in-store activity proved very successful in persuading Boots’ customers to trial the new products and led to increased sales.

We’re adept at using the ‘unexpected’ to add impact to activity, as demonstrated here by the unusual presence of a cocktail waiter in-store.

e: cressidat@theeventbusiness.co.uk   t: 01295 268111 Anticipation | Creation | Direction | Production