To support the U.S. launch of its innovative Scalp + Therapy product line, Dove targeted major retailers, including Walmart, Target, Drug, and Kroger. The campaign aimed to create an engaging in-store experience that not only captured consumer attention but also educated shoppers about the issue of scalp buildup and the effectiveness of Dove’s Scalp + Therapy solutions.
The objective was to empower consumers to independently understand their scalp health and choose the right product for their needs, eliminating the need for beauty advisor assistance. Dove sought a solution that would act as both a traffic stopper and an educational tool, driving interest and increasing product conversions.
USP’s Contribution
USP Solutions developed an engaging Scalp Sebum Test Demo designed to attract shoppers and provide them with personalized insights into their scalp condition. This easy-to-use diagnostic tool educated consumers on the importance of addressing scalp buildup while showcasing the benefits of Dove’s Scalp + Therapy products.
The interactive demo not only served as an attention-grabbing in-store experience but also empowered consumers to make informed purchasing decisions, aligning perfectly with Dove’s mission to inspire confidence and self-care.
Key Benefits
- Consumer Education: Informed shoppers about scalp buildup and the importance of targeted therapy solutions.
- Interactive Experience: Created a hands-on, engaging in-store activity that captured attention and encouraged exploration.
- Empowered Decision-Making: Helped consumers understand their specific needs and choose the most suitable product independently.
- POS Integration: Seamlessly blended education and engagement, enhancing Dove’s presence at major retailers.
Impact
The Scalp Sebum Test Demo successfully positioned Dove as a leader in scalp health education while creating a memorable shopping experience for consumers. The tool not only boosted awareness of the Scalp + Therapy line but also strengthened consumer trust in Dove’s expertise, driving increased sales and fostering brand loyalty.
