Garnier Fructis

#SUPERHAIR TOUR

For its summer roadshow, Garnier went out to meet millennials with the aim of promoting its Fructis brand to a younger audience. A local and digital brand activation strategy tailored to suit the Millennial lifestyle.

To promote its brand of vitamin-infused hair care products, Garnier concocted a veritable roadshow, the “Superhair Tour”, from 9 May to 29 July 2018. By going out to meet young customers in their everyday lives, Fructis created real-life engagement with the launch of its new #Superfruits brand platform. The truck made stops in 24 cities, including 9 beach resorts, with the goal of meeting millennials where they live or go on holidays.

• Roadshow “Superhair Tour”: 3-month tour through 24 cities
• Product sampling: Showroom + hairstylist diagnosis
• Live experience: photobooth integrating user-generated content
• Sampling + drive to store mechanism: 800,000 potential customers

The truck was transformed into a place of expression for the brand, offering a quick and fun experience away from inclement weather at the very heart of the flow of passers-by. Fructis’s roadshow allowedto make contact with over 800,000 Millennials.