P&G ‘pops up’ in New York with interactive store

The P&G pop-up store includes a skin care station where consumers can test the luminosity of their skin and try Olay Regenerist Micro-Sculpting serum.

NEW YORK —In an effort to drive awareness and product trials, Procter & Gamble brought to New York in late October an interactive pop-up store, highlighting such brands as Tide, Crest and Olay.

The store, which was open to the public from Oct. 22 to 31 and located at 101 West 57th St. near Sixth Avenue, was part of P&G’s multipronged “Have You Tried This Yet?” campaign.

When browsing the pop-up store, consumers found a variety of interactive stations, including but not limited to:

Astation where consumers could learn about the benefits of using the Bounce Dryer Bar and Tide Stain Release In-Wash Booster;

ACrest 3D White station where they could see the computer-generated before-and-after photos when using the Crest 3D White teeth-whitening system; and

Askin care station where consumers could test the luminosity of their skin and discover the benefits of Olay Regenerist Micro-Sculpting serum.

There also were several computers located in the store so consumers could sign up to receive samples, coupons and product reviews via PGtryit.com, as well as visit the eStore, which sells P&G brands.

Giving rise to the pop-up store and the overarching “Have You Tried This Yet?” campaign is the fact many women say they feel overwhelmed when shopping for family essentials, and the recognition that manufacturers need to do more marketing after the first six months of a product launch. This is why the 18 products featured in the overall campaign are those that have launched within the past 16 to 18 months.

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