Procter & Gamble BEAUTY HOUSE SCHWALBACH
An immersive brand experience for top retail partners DM and ROSSMANN.
Task & Goals
The goal of the Procter & Gamble Beauty House was to create an exclusive and brand-strong experience format for retail partners DM and ROSSMANN that goes far beyond classic product presentations. The focus was on the latest hair care innovations from the Pantene Pro-V, Herbal Essences, Head & Shoulders, and Aussie brands.
The format was designed to position Procter & Gamble not only as a trusted beauty player, but also as a strategic partner in retail – with an environment that invites dialogue and leaves a lasting impression.
Idea & implementation
The premises at the Schwalbach site were transformed into an experience-oriented beauty house – with tailor-made presentations for each of the four brands. EAST END conceived and realized the event in close cooperation with a specialized partner.
The guests – 6 to 7 decision-makers from DM and ROSSMANN – immersed themselves in four stylistically different brand worlds. The individual rooms reflected the DNA of each brand, creating the ideal setting for intensive, personal discussions.
From natural elements at Herbal Essences to powerful brand colors at Aussie, each world was an immersive experience that was both emotional and informative. The entire set-up was tailored to the two days on site and was individually supervised during operation.
Result
The Procter & Gamble Beauty House once again demonstrated the power of spatially experiential brand communication in retail.
- Top customers experienced P&G not only as a manufacturer, but as an inspiring beauty partner.
- The environment created a stage for in-depth conversations, co-creation, and insights on an equal footing.
- The four brands were not only displayed, but brought to life – with relevance, style, and depth.
The project impressively demonstrates how brand experience and category thought leadership merge in a format that has a lasting impact – on retailers, brands, and consumers.
