Through its event division Eventisimo, beon. was yet again commissioned by L’Oréal Paris to carry out a number of promotional actions aimed at young music festival audiences.
On this occasion, the group’s ephemeral architecture and production divisions produced a stand based on the creative concept designed for L’Oreal Paris’ Colorist range, in order to promote the firm’s products at the Arenal Sound Festival in Castellon.
The stand designed for the festival featured a black truss structure and dressing tables full of lights evoking performers’ dressing rooms. More than 3500 people visited the stand to try out Colorist Spray, the firm’s new natural spray-on hair dyes that can be removed with one wash, while also having the chance to have their hair done fashionably, all with several colours.
The striking stand, which was visited by many more people than expected, featured a structure with several spotlights, as if it were a concert stage.
There was also a pink counter to showcase L’Oréal Paris’ hair products, decorated with large jars, where 20 mobile phones could be charged at the same time. In addition, the stand’s backdrop was used to promote the form’s brand image, including the colours of the product range.
This promotional action also included an Instagram photocall, with gifts for those members of the public who uploaded photos with the hashtag #YourHairYourRules.
The presence of the brand at this independent electronic music festival coincided with the firm’s strategy to promote its products at Spain’s top music festivals.
Published
04/10/2017
