2009 PRO Awards: Look Fab Moments

Agency: Upshot
Client: P&G Canada

Choosing the right beauty product can be a daunting task. Competition is heavy and even the variety within a single line can be confusing. Procter & Gamble wanted to cut through the clutter and empower women with information, recommendations and the ability to sample a blend to help women find the right beauty product for them before making a purchase. With its Look Fab Moments events at Toronto and Calgary, P&G hoped to increase reach, provide women with a customized, interactive experience and increase consumer interest and interaction among seven brands (Venus, Pure Divine, CoverGirl, Pantene, Olay, Crest and Nice ‘n Easy).

Each pop-up booth was divided into four beauty stations: The Essentials Bar, the Skin Boutique, the Color Lounge and the Style Studio. The Look Fab Moments booths were designed to help attendees get inspired by, play with and personalize featured products. The events were supported by seven television commercials featuring local celebrities discovering what P&G called an “a-ha” moment. Twenty-five on-site beauty experts helped consumers achieve their own a-ha moments by creating a customized look using sample products. Visitors were given a booklet for writing down their a-ha moment. On the back, the P&G products each person tested was listed for easy shopping purposes.
Exposure was created through a dedicated website, emailings, publicity, customized retail products and packs and guerilla postings. Additional publicity was gained when eTalk aired Canada’s Next Top Model contestants having mini-makeovers from “Look Fab” experts using P&G products.

More than 35,000 women visited the pop-up stations; 23,000 had personalized makeovers; more than 118,000 product samples were distributed. In addition, more than 10,000 people visited lookfab.ca. Television and entertainment partners generated 39,000 impressions, reaching 79% of P&G’s target. After the eTalk segments aired, traffic increased by 150%.