Love Etc…Product Launch – Spritz, Pose, Click Valentine’s Day Photo Booth
The Body Shop is the UK’s No.1 high Street store for all natural products that enhance an individual’s natural beauty. The Body Shop was made famous by Anita Roddick who started the high street store in 1976 and today there are over 350 high street retail stores across the UK. The Body Shop offer a wide range of body care products from skincare and haircare, to fragrances for both men and women.
In 2009, The Body Shop launched a new fragrance for woman called ‘LOVE ETC…’
Hotcow was appointed by The Body Shop to stimulate engagement and sales around the release of Love Etc… perfume around Valentine’s Day.
Valentine’s Day is a key period in UK fragrance sales. It is second only in importance to Christmas so it was vital all activity maximised the potential of the opportunity to the full.
To drive sales and footfall we needed to be close to store. To drive engagement our insight highlighted that for people to get involved we should give them something of value.
What we did
We developed an interactive concept close to stores which was designed to entertain and reward the brand’s target audience – women and young girls.
‘Spritz, Pose, Click’ Photo Booth gave people the opportunity to share a memory with a loved one and get a photo taken at our ‘Love Set’ with the option of dress-up props including roses, hats, bows and arrows and a chalk board, where visitors could write a message to a special loved one.
In addition we free trial sized vials of the Love Etc fragrance were handed out coupled with a traffic driving promotion to win a romantic trip to Venice in-store.
The whole activity was amplified via shopping centre websites and newsletters to garner further awareness about the activity taking place.
So, what happened..?
- During and following our activity, there was a 23% increase in in-store sales and a 100% increase in footfall.
- Over 25,000 perfume vials and competition leaflets were handed out to target market consumers.
- The campaign brought The Body Shop brand to life in the minds of consumers and highlighted the relevance and fun of the product it was promoting.
- Cost per awareness of £0.11p
The stand looked great, the concept of taking photos was really well received by customers. The promotion team was very good and the activity drove footfall in-store and created great sales. Great work!
Body Shop PR Manager