CPM

L'Oreal Product Demonstration - CPM France

 

THE CHALLENGE

To promote the new Styling Dessange range using CPM's field marketing team to provide product demonstrations by creating hairstyles on the spot, thus giving customers the opportunity to receive personalised advice and try the products before deciding on a purchase.

Brushing Dompté for a smooth blow-dry, Crinière de Rêve for hair full of volume and Lissage Fatal for a frizz-free finish… LaSCAD lets you create all these styles and more with its new range of six Styling Dessange haircare products.

THE CPM SOLUTION

Always interested in original, premium sales events, L’Oréal’s consumer division appointed CPM France to recruit advisors who were doubly qualified in hairdressing and sales, and to give them training in the products and spirit of the brand.

These events, combining hairdressing, advice, sales, distribution of leaflets and discount coupons, were designed to position the Dessange brand’s new products as upmarket treatments at Monoprix. They also helped to strengthen the close bond between the brand and its consumers. For a style for one night or everyday use, the product demonstrators were able to meet every need!

Product Demonstrations
Sales Events
Field Marketing
Field Sales

RESULTS / ROI

  • 603 hairstyles created on the spot
  • 160 days of demos for a service rate of 100%
  • 1,558 product sales made
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