Case Studies - Homedics - my elōs Hair Removal System Instore Product Demonstration Campaign

Client: Homedics

Brand: Homedics - my elōs Hair Removal System

Campaign: Boots - Instore Product Demonstration Campaign

Brief:

• To create new product awareness and increase sales of the new Homedics laser hair removal system called my elōs, using enthusiastic product demonstration staff to uplift sales within a large high street Boots stores.

Campaign Description:

• A team of high calibre female brand ambassadors were selected to represent elōs from Link Communication's nationwide database, to be trained up on the product capabilities, features and benefits - and deployed to selected stores for Homedics.
• The experienced promotional staff were positioned in the beauty department, in the selected Boots stores alongside the hair removal products. They pro-actively promoted sales of the new my elōs hair removal system to customers within the store on busy weekends, clearly communicating the benefits and advantages over other rival brands and product types.
• The team also showcased the products to all Boots store colleagues during any lulls in customer foot fall, helping to get store staff on board to help push sales.
• Customers were given a demonstration to show how easy the product can be used in comparison to other hair removal treatments, highlighting the speed at which an area of the body can be treated.

Branding:

• Brand ambassadors were supplied with a low cost counter with graphics to demonstrate the hair removal system to customers.
• They were also wearing branded my elōs t-shirts to further enhance the promotion to customers and had promotional leaflets to distribute to customers.

Results:

• The sales results were phenomenal; stores sold out of stock every weekend; despite receiving substantial stock uplifts which increased week on week.
• One store generated sales of £6,800 on just one weekend, with just one of our trained demonstrators working the floor and promoting the product.
• Over 40,000 individual demonstrations were carried out during the course of the eight week long campaign, helping to establish my elōs as the new UK category leader against household brand names from Panasonic and Phillips.
• The client was extremely impressed by the consistently high levels of sales achieved by our brand ambassadors, and has since expanded the remit of locations to include large scale consumer exhibitions.
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