- Agency for brand experiences implements the beauty brand’s exhibition presentation at TOP HAIR
- Use of the new WhatsApp service by EAST END
Destination Beauty: On March 10 and 11, the international beauty corporation, Coty Professional Beauty, presented the varied scope of its brand world at TOP HAIR “the exhibition” 2018 in Dusseldorf. The appearance of the extensive brand portfolio – consisting of Wella Professionals, System Professional EnergyCode, Londa Professionals, EIMI, Invigo, OPI, Sebastian and ghd – was designed by EAST END. The agency for brand experiences was responsible for the concept and realization and put its newly developed WhatsApp service to use, establishing direct contact between brands and visitors.
A fair highlight was the world premiere of „Color DJ”, the latest salon-exclusive color innovation with over 16 billion possible combinations of different care, color and scent components. Brand leader Wella showed TOP HAIR visitors a variety of innovations in over 200 m2: At the newly designed booth, Wella invited to check-in and impressed with fascinating color, care and product novelties, expertise and numerous live presentations. The brand ambassador for Londa Professional, Bärbel Hopf was present at the booth, enchanting visitors at the „Insta Style Bar“. Sebastian Professional put a hashtag printer to use and EIMI had a digital matching tool for determining the preferred product. Ghd used a golden hair straightener.
EAST END developed a WhatsApp service as attendant communication element that visitors could use to inform themselves about Wella and the different brands and program highlights at the fair. This put visitors in direct contact with the brand, enabling an up-close experience.
„Coty‘s Destination Beauty gave us the opportunity to put our creative and conceptual strengths to full use“, says Oliver Golz, founder and managing director of EAST END. „The use of news services like WhatsApp offers companies new chances for informing and interacting, making brands an innovative experience.”
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