For the launch of its new range, Colgate partnered with UNEXPECTED and Stellar Lab to create <span style="color:#E13125;">an immersive and traveling roadshow</span>, where each visitor discovers the beauty of a smile through the Beauty Lab.
How can a new range be discovered other than through a simple press launch?
The objective: to create a living, mobile and sensory experience to:
For eight days, the Beauty Lab crisscrossed Île-de-France, transforming each stage into a bubble of emotion and innovation, between the press, influence and the general public.
A signature scenography
One Airstream vintage metamorphosed into immersive bathroom, dressed in a personalized interior and exterior covering, plunging visitors into the “Max White” universe: sensory textures, luminous neon, furniture and carefully thought-out details.
Around the van, reception desks, lounge chairs, branded cushions and signage completed the experience, transforming the space into a real mobile living space.
A 3-step experience: test, personalize, smile.
100% Colgate vibes hospitality
Personalized breakfasts and snacks, designed in the brand's codes: fruit juices served in test tubes or in the form of mouthwash shots, antioxidant white teas, lemon-mint infused waters, red, purple and white sweet pieces, etc., red, purple and white sweet pieces... a taste journey inspired by Colgate freshness and whiteness.
The Beauty Lab knew how to make an impression and promote the brand beyond simply launching a product.
The experience allowed strengthen proximity with media and influencers, while creating a direct link with the general public thanks to an immersive, aesthetic and participatory approach.
And above all... hundreds of smiles captured in images, proof that the best launch is the one that can be experienced and shared.
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