In the pandemic era, how do you drive people to buy Dermalogica products when you can’t make an appointment with your esthetician? Well literally you can drive people to buy Dermalogica products by hosting them at a drive-in. Drive-in movies have been a winning trend during the pandemic due to the natural social distancing they provide, and beauty brands have co-opted the concept. To celebrate the launch of its new exfoliant earlier this month, Dermalogica invited about 25 influencers to an event in the sprawling parking lot of its Los Angeles headquarters.
Drive people to buy Dermalogica products at a drive-in!
Attendees drove up to the site and through studded arches meant to symbolize the “bamboo spheres” in Dermalogica’s new Hyrdo Masque Exfoliant. Each car was assigned its own parking space, and a table was set up next to it with products and snacks. The brand did a live masterclass to demonstrate the exfoliant. Then the influencers kicked back and watched a showing of “The Parent Trap” while food vendors circulated with goodies. Everyone was masked and attendees were kept at least six feet apart
This is a condensed version of “Beauty Influencer Events Are Making a Comeback” by Cheryl Wischhover published in the Business of Fashion on 9/11/2020.
Building the space from scratch required extra labor, but with fewer people attending, the costs roughly matched past events, said Lauren Consiglio, vice president of US marketing and global programs at Dermalogica. The brand also offered a digital component to influencers who weren’t able to join in person.
Like many other brands, Dermalogica has been holding online masterclasses since March. But since it’s a hands-on skin-care brand (it offers services at Ulta stores), its team was longing to get back to in-person experiences, Consiglio said. The team viewed its Hydro Masque exfoliant as one of its biggest launches this year!
Congratulations to Lauren – what a great idea! I had the opportunity to work with Lauren when she was at Loreal Professional Products division leading the marketing for professional haircare and hair color line, REDKEN. Other brands within the Loreal professional products division are Kerastase, Matrix, Pureology and Loreal Professionnel.
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