Garnier gets experiential

Teen girls wait 3hrs to get inot the Garnier Tent at OZ Open 09

Teen girls wait 3hrs to get inot the Garnier Tent at OZ Open 09

Look I’m not a big fan of Garnier products. But, I was down at the Australian Open tennis tournament last month and Garnier really got it right in connecting with young girls. They were one of the major sponsors of the event and rather than spend shit loads on their typically nasty ads which their target don’t watch, they invested in experiential. They created the Garnier Tent, whereby they provided free makeovers including hair and makeup, a massage and then a gift pack of Garnier products, worth about $40. The result, 12-20yr old teenage girls went crazy. Young girls queued for up to 3 hours in the 30+ degrees temperatures to get a bit of Garnier love. Not sure how many girls went through the tent, but it would have been at least 1,000 a day for 2 weeks straight. That’s branded utility right there

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