How can Drive-to-Store be transformed into an immersive and premium experience?
For Kérastase, the challenge is to introduce consumers to four iconic haircare products: the Anti-Hair Fall Fortifying Serum, 8H Magic Night Serum, Elixir Ultime Original Hair Oil, and Glaze Drops Hair Oil. This selection showcases the brand’s expertise while addressing a variety of haircare needs. The objective is to implement a drive-to-store strategy that generates qualified traffic to Sephora stores and encourages in-store purchases.
Today, beauty sampling has become a widespread practice. To stand out, brands must offer engaging and distinctive experiences. Kérastase is therefore reinventing beauty sampling by combining personalized advice, product testing, and a premium brand experience.
Going beyond traditional sample distribution, this activation creates a truly immersive product discovery journey. It strengthens brand preference while guiding consumers toward purchase. In doing so, Kérastase transforms shopper interest into sales conversion opportunities at Sephora.
Luxury Room Service meets beauty Drive-to-store
To reinvent the codes of beauty sampling and strengthen its drive-to-store strategy, GLOBE GROUPE has designed a branded three-wheeled cart inspired by luxury hotel room service for Kérastase. This premium experiential activation brings the sophistication of high-end hospitality into the world of haircare, capturing consumers’ attention and creating a distinctive brand experience.
At the heart of this activation, Kérastase brand ambassadors provide personalized guidance, transforming traditional sample distribution into a genuine product discovery and consultation experience.
The activation is built around three complementary pillars designed to guide consumers throughout their journey: hair diagnostics, product testing, and personalized sampling.
To drive in-store traffic, Kérastase introduces a scratch-card game with a guaranteed prize, leveraging the element of surprise to encourage consumers to visit their nearest Sephora store, collect their samples, and ultimately convert their interest into a purchase.
A Premium Three-Step experience to Drive In-store traffic
The customer journey is structured around three key stages, designed to guide consumers from identifying their haircare needs to encouraging purchase.
1. A Digital Hair Diagnosis to Personalize the Routine
The first step, The Hair Menu, invites participants to complete a digital hair diagnosis on their smartphones. Guided by a brand ambassador, they scan a QR code displayed on an A4 stand and answer four questions on Sephora’s website.
The results reveal a personalized haircare routine tailored to their needs. This recommendation directly determines which serum to try, making product discovery a truly personalized experience.
2. A Premium Service to Discover and Test the Serums
Next comes Room Service Delivery. Gathered around the branded three-wheeled cart, consumers discover Kérastase’s four iconic serums and receive expert advice from brand ambassadors. Dressed in modern, premium interpretations of traditional hotel bellhop uniforms, the ambassadors embody the codes of luxury hospitality.
Each participant receives a 15 ml sample tailored to their recommended routine. The presentation draws inspiration from luxury room service, extending the experience beyond the initial brand interaction. Consumers can then try the product at home before making a purchase decision.
3. A Scratch-Card Game to Activate Drive-to-Store
Finally, The Golden Checkout concludes the journey with an interactive scratch-and-reveal game. Each participant receives a flyer inspired by luxury hospitality and discovers which prize they have won.
Some gifts are awarded directly at the activation, with no purchase required. Others, however, require a purchase at Sephora. In these cases, participants must present proof of purchase to the brand ambassadors to claim their prize.
This approach extends the brand experience while creating a tangible connection with the retail store. By combining serum discovery with a purchase incentive, it reinforces the role of beauty sampling in the shopper journey.
Ultimately, Kérastase and GLOBE GROUPE bring together personalized hair diagnostics, product testing, and a promotional game. Through this approach, the activation seamlessly connects the identification of individual haircare needs with serum trials, encouraging consumers to continue their shopper journey at Sephora.
