Procter & Gamble has been putting a twist on an increasingly popular marketing tool — the pop-up store — with a Canadian concept that serves as branded entertainment, sampling and multi-brand marketing channel.
The Look Fab Studio, set to close May 13 after a one-month run in the heart of Toronto’s hip Yonge St. shopping district, combined six of P&G’s top beauty brands under one roof, offering makeovers, beauty advice and lots of samples.
Also, P&G ran a series of four two-minute “Showmercials” nationwide on “eTalk,” a daily entertainment-news show, featuring the celebrity makeup artist for the program, Paul Venoit. The entertainment show did some of its celebrity interviews during the period at the Look Fab Studio. P&G also offered visitors to Look Fab chances to win a trip to this month’s finale of “Canadian Idol,” collecting their data in the process.
Look Fab may be the most fully integrated pop uu store ever, as well as the first to market multiple brands at once.
While P&G already can display its products and hand out samples in thousands of stores, a program like Look Fab gives it the opportunity to do so in an environment where none of its rivals are competing for attention. But with six brands involved, it can also spread the cost of some fairly expensive Toronto real estate across a lot of budgets.