Joe Fresh Beauty Box

The Challenge / Opportunity:

To build awareness, consideration and trial of a new line of affordably priced cosmetics being launched by Loblaw owned - Joe Fresh.

What We Did:

InField created the Joe Fresh Beauty Box – a mobile tour that over six weeks and nine cities, provided the opportunity to intercept target female consumers and build a meaningful conversation about the new line, and drive them to purchase at retail.

The Joe Fresh Beauty Box was a customized trailer housing two make-up stations and product merchandising areas that offered women the chance to have a five-minute touch-up by a professional make-up artist. The team included three brand ambassadors hired to recruit, interact and engage with customers and two professional make-up artists.

The tour visited target shopping malls and high volume, female oriented venues.

Program Results:

Including the countless media stories and social media integration of the program, and as audited by Jane Gill & Associates, the field team generated the following results:

Number of media impressions: 14,000,000
Number of program tour impressions: 2,000,000
Number of event day impressions: 84,579
Number of live interactions: 16,000
Number of gift cards distributed: 6,000
Number of make-over’s provided: 2,002
Number of event days: 28

Dates Executed:

April 2nd - May 23rd, 2009