In 2007 Demonstrate and Vichy restyled “the Centrum voor de Gezonde Huid” and revitalised it. The objective? Heighten the awareness around the skin-improving Vichy skin care range for more mature skin and to establish close and personal contact with the consumer.
In order to achieve this they started off with designing a mobile diagnostic centre. Here the discerning consumer would be able to step into the world of Vichy, ask for information and have their skin analysed in complete privacy.
In a minimalist, clean Vichy blue and white design a reception desk, a cosy lounge with consultation corner and four soundproof consultation cubicles were designed and installed.
In “the Centrum voor de Gezonde Huid” a specialist beautician was available to carry out a skin analysis and give professional advice. After the diagnosis the consumer was given a discount voucher for a Vichy product bought at a pharmacy.
In order to reach even more consumers, analyses were carried out in a number of selected pharmacies too. The pharmacists handed out mini toilet bags with free samples to the customers that bought a Vichy product.
In this way the customer flow to the participating pharmacies was guaranteed.
The presence of “the Centrum voor de Gezonde Huid” was announced via a pre-registration module on the website www.centrumvoordegezondehuid.be. The flow of customers was built up via the distribution of a flyer/invitation by our outdoor teams and extra visibility was created with window stickers at the pharmacies.
The requisite PR support was provided in each town in cooperation with a number of magazines for women, such as "Femmes d'Aujourd'hui" and "Libelle".
They could invite their readers to a special 'readers-only day' for a free skin analysis and skin care at the Centre.
This total experience was created in 5 cities* in busy streets and at indoor locations such as luxury shopping centres or exhibition centres. (*Brussels, Antwerp, Ghent, Knokke and Liege)
|
