Pantene Launched the Interactive Popup Called the Breakup Salon
Grace Mahas — November 13, 2019 — Marketing
In celebration of Single's Day, one of China's most popular shopping days, Pantene launched the Breakup Salon -- a converted salon in one of China's most popular cities that welcomes the newly single. The interactive popup uses one of the best breakup strategies practiced by humanity for decades: getting a new haircut. Prior to the launch, Pantene crowdsourced breakup stories to create a documentary. Each style of haircut was named after the reason the relationship ended such as 'Cut Hime Out of Your Life,' 'Blow Wave Him Goodbye,' and 'See You Around Bob.'
Mckey Lin, Brand Director, P&G, adds, “Seeing people go from breakup to breakthrough brings to life our brand and ambition. And being able to provide this platform was a first for our brand. By helping people embrace life changes that starts with great hair, this becomes a testament of why Great Hair Changes Everything.”The Breakup Salon campaign is an interactive and authentic way for Pantene to connect with its overseas demographics.
Mckey Lin, Brand Director, P&G, adds, “Seeing people go from breakup to breakthrough brings to life our brand and ambition. And being able to provide this platform was a first for our brand. By helping people embrace life changes that starts with great hair, this becomes a testament of why Great Hair Changes Everything.”The Breakup Salon campaign is an interactive and authentic way for Pantene to connect with its overseas demographics.
Trend Themes
1. Interactive Pop-up Shops - The Breakup Salon demonstrates the power of interactive pop-up shops to engage with customers and create a unique experience.
2. Personalized Haircuts - The Breakup Salon showcases the potential for personalized haircuts that cater to specific client needs and experiences.
3. Crowdsourcing Marketing Campaigns - Pantene's crowdsourced breakup stories for the Breakup Salon campaign suggest the growing trend of incorporating customer input in marketing campaigns.
Industry Implications
1. Beauty and Personal Care - The Breakup Salon campaign highlights the potential for beauty and personal care brands to create unique and engaging experiences for customers.
2. Retail - The Breakup Salon showcases the potential for retail brands to create interactive and personalized experiences that resonate with customers.
3. Marketing and Advertising - Pantene's Breakup Salon campaign demonstrates the potential for incorporating crowdsourced content from customers in marketing and advertising campaigns.
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