The Beauty Roadshow, Premium customer service for premium brands

A discussion with the principal CPG AEs revealed that the main weakness of the top brands that sell on Amazon such as L'Oréal and Olay was how difficult it was to demonstrate the value of the brands to the customer, as well as to show innovation and engagement with Beauty Tech.

Furthermore, there were 46.9 million (82.9%) UK citizens living in non-urban or city environments in 2020, making it difficult to get their attention. In this scenario, how can we physically engage them with premium beauty products and give them a professional experience and treatment? Bring the products to them through a mobile Beauty Truck!

The Beauty Roadshow is a service that delivers high-level beauty care and premium quality service to customers all across the country, either at their doorsteps or virtually. A beauty studio on wheels if you will, filled with products from your favorite brands and professionals that help you apply, test, and learn.

A media production team will follow the Beauty Truck to create content that can be used for an awareness campaign and to reach customers who can't attend the OOH events. To amplify the in-person experience and increase awareness and engagement, the online Amazon experience will provide customers with an interactive map to visually see where the truck will be going as part of its journey. Creating excitement as it edges closer to a location near them. Customers will be able to sign-up for their beauty truck make-over and explore the products that will be available on the truck creating pre-arrival interest before arrivingin specific locations, plus making the whole experience a shareable moment at each stage of the route.

Results

• - Provide high-quality beauty services online and offline.


• - Counterbalance the typical mind-set of everything being city focused. Customers all across the country even in remote locations will be able to get an on-site professional guidance on their beauty routine and viewers online will have the ability to follow the outcome and identify with real personalities from the experience. This shouldhelp break down the barrier to purchasing a premium product online.


• - The ability to make this a sharable experience with friendsshould help boost the awareness of this brand activity and an OOH experience that will create a newsworthy buzz in the industry, especially in remote areas where experiences like these are not expected.


• - Offer Amazon exclusive incentives to complete first and repeat purchases online.

In order to make the Beauty Roadshow concept easy to understand, we will create a Premium Brand Store with the phases of the campaign explained, along with how users can participate. Live tracking of the truck will be possible via an interactive map, engaging users throughout the journey.

During the stops, our on-site events will feature make-up artists, skin care experts, and beauty gurus live streaming trials of products along with tips and tricks. Users can follow those streams in our Premium Brand Store, and the associated products can be purchased directly there.

The beauty roadshow is a proactive project that is currently being pitched to several brands and will run throughout 2023. Initially, the idea will be introduced to the UK market, followed by other European markets.