Creating Memorable Branding Experiences
Garnier Brand Activation - L'Oreal CDP Conference 2019
Healthy beauty has the power to create connections. Since 1904, Garnier has offered innovative beauty products sourced from nature and has cemented its reputation as the healthy beauty expert, with nature-based solutions to combat pollution, acne, UV and fatigue. As part of the L’Oreal CDP Conference for 2019, Garnier had an opportunity to provide a fun and interactive activation for internal staff that represented its 2020 vision.
The Brief
Garnier was looking to promote new lines and brand messaging via an activation onsite during the conference program, and they wanted to ensure that there was a focus on celebrating the concept of being “Naturally Me” as well as including a strong sustainable message. With a super-short timeframe to pull the activation together, we had to nail the brief on the first go to ensure that suppliers and materials were ready to go for the conference date.
Garnier’s primary objectives were to:
- create an activation that showcased the newly released product and brand message
- provide an immersive and shareable moment for attendees with the Garnier brand, and
- promote the sustainable 2025 “plastic neutral” pledge
The Execution
As the activation was scheduled to work with and around the Garnier team’s morning presentation, setting the “fresh start” tone of the day with a lush green stage comprising of quality artifical grass circular pods, surrounded by greenery in crisp white pots. On each seat, attendees recieved a post-card from a Garnier-green organic cotton mesh bag, branded with the “Naturally Me” message, that could be used regularly as part of their healthy everyday. The short timeframe meant that the sustainable gift hadn’t arrived in time, however the cute postcard meant that attendees could collect their bag once back at work, but still experience a surprise and delight moment.
After the presentation concluded, attendees exited from the conference room for their morning tea into a transformed foyer space, where a stunning white wire wall bursting with greenery and foliage invited them to immerse themselves into the Garnier brand. Fresh fruit props played on the nature-based products presented. A custom-made round wooden sign engraved with the Garnier logo was in line with the natural theme.
The photobooth and operator were perfectly themed with the activation, all natural tones and clean lines. The prints were also branded, putting Garnier front and centre and into their hands.
To further promote the Garnier brand, morning tea was also themed, with fresh fruit pots offering a healthy, natural option for attendees.
The Result
The staging was hugely effective and supported the strong sustainable and natural messaging promoted by Garnier’s conference presentation. With the photo experience a huge hit, the foyer was abuzz with attendees comparing prints and pulling others into the space to have more pictures taken. We were able to appeal to all of the senses in this activation, from the taste of the fresh fruit pots and the scent of the lush greenery, to the pops of green in the styling and the buzz of the activity around the photo booth.
The morning had been successfully Garnier-branded, created a fun talking point, with the strong theme speaking to their positive message of finding beauty in the natural.
“Thank you again for your superb organisation of the CPD Conference! Your energy over the 3 days and long before that made it a great experience for all guests.”
— Stijn Demeersseman | General Manager, Consumer Products Division
