As seen in WWD Beauty Biz:
“Maybelline New York-Garnier is well on its way to taking over the beauty world, due in no small part to innovative ways of reaching consumers. This year the division of L’Oréal USA hit the ground running—literally—with two cross-country tours that aimed to intimately reach consumers. There was The Great Beauty Tour, which joined Maybelline New York with Garnier Nutritioniste to educate women on both brands in 22 markets across the country, 14 of which received print and Internet support, while eight markets were reinforced with TV, print and Internet support. A custom-made tractor trailer was created for the tour, outfi tted with both brands’ advertisements, beauty visuals and rooms large enough to hold one-on-one makeup and skin consultations. When the vehicle, which stopped at major events, festivals and retail locations across the U.S., was in full setup, the tractor trailer’s dimensions were 60 feet long by 35 feet wide. Also during the year was the Garnier Fructis Style Tour, the brand’s first national mobile marketing tour, which visited 20 markets executing more than 85 events. The tour utilized a style bar, as well as a lounge and sampling, with stylist consultations, one-on-one experiences with consumers, product demos and entertainment to engage consumers for a complete Garnier Fructis experience. Combined with both brands’ high-impact advertising visuals, the message was clear: Nothing beats an intimate relationship with the consumer.” —A.N
