L’OREAL GROUP came to Matrex looking to generate excitement for a national retailer initiative aimed at increasing sales. Our research revealed that while Giorgio Armani Beauty is premium brand, the in-store events were incongruous with the brands luxe image, and likely affecting customer perceptions. To build excitement among internal stakeholders and external clientele, Matrex created a program that captured the brand’s essence; sophisticated, glamorous and ultimately, highly-sensorial.
Glamour on the Go
Matrex leveraged the glamour and exclusivity of the fashion show environment to ignite excitement. Basking in the glow of celebrity, every client would learn the backstage tips and secrets straight from the Runway professionals. We concepted and built a collection of high-end, yet cost-effective and highly portable “pop up” cosmetic stations and paired them with red-carpet worthy fixtures. Working closely with Giorgio Armani’s celebrity artists, we learned details essential to successful make-up application. Our designs included custom-fit product displays, essential lighting fixtures and hidden electrical compartments. These stations are “checked out” by Giorgio Armani account managers 5-10 at a time, through a proprietary online portal, to support the traveling make-up artists as they consult with in-store clients.
The Beauty of Success
To date, year-over-year event sales have nearly doubled. The account managers love the turn-key simplicity, the artists love the look, feel and organization of the stations, and the retailers themselves are lauding these assets and events as one-of-kind, premier efforts. The program is so successful that the effort has expanded to include additional brands within the L’Oreal Luxe portfolio, including Yves Saint Laurent.