Our partners at L’Oreal were relaunching Ultimate Blends in the UK, a brand that needed to be redefined for a new era.
We were tasked with bringing the Ultimate Blends ingredients to life, raising awareness and consideration among consumers and retail buyers alike. How could we persuade people of the high quality of the ingredients in an Ultimate Blends shampoo bottle?
We created a 3-day immersive launch pop-up in the heart of London to give the Ultimate Blends brand a new premium vibe. To highlight the product, we focused the pop-up on live art and wellness, with the shampoo ingredients displayed in exploded art for installations throughout the experience. Customers could actually see the ingredients! We also developed a calendar of experiences centred around wellness and health, including a full programme of talks and exercise classes.
We included a complimentary braid bar and a personalisation station in the experience to ensure we met the premium goals of redefining the brand. We created a live art installation in Covent Garden to ensure maximum exposure. We also hosted a celebrity launch party, with guests including Boomcycle’s founder and Fearne Cotton!
Consumers were immersed into the world of Ultimate Blends the minute they stepped inside, with an array of scents leading them to the engagement zone. Here they could discover the entire product range, choose their preferred blend and personalise a free 400ml shampoo bottle with a label featuring one of the six ‘declarations of love’ designs. Stepping down into the activity room, shoppers could have their hair braided, enter a GIF booth and share their moments on social media to win a year’s supply of Ultimate Blends. Over three days, 800 customers had their hair braided, 1,600 collected a personalised bottle, and over 1,900 GIFs were taken, with 57% of those shared immediately to Facebook and Twitter!
“The smell in here is great! There’s a braid booth, and you can print your own label for your bottle, which is such a cute idea. It’s a really nice experience, and there are lots to see and do.”
“What we truly loved about iD’s approach was the concept of the live art – it’s a really beautiful way to express the brand, and it brings the modernity we were missing before!”