In the context of today's economy, where we see a very strong growth of private labels in the U.S., Procter innovates: It installs what could become a real P&G online shop, bringing its largest brands together under one roof. This is not the first initiative of its kind. Procter opened pop-up stores in Canada several years ago, its "Look Fab Studios", of which the essential features are:
- A partnership with a TV (CTV) channel: creation of 4 "LookFab Showmercials" offering beauty tips by celebrities;
- A dedicated website: www.lookfab.ca;
- 300m2 comprising 3 sections: body care / makeup / hair care;
- 13 "professional stylists" providing advice and offering “mini makeovers”, Cover Girl, Olay skincare, Pantene and Nice 'n Easy hair colour.
- All the services are free of charge and no products are sold: Everyone leaves with a bag of samples, a bottle of water and a copy of P&G’s beauty magazine, 'Red'.
Of course P&G, to spare its current distributors, maintains that that these initiatives are intended to benefit those same distributors, or are temporary. The truth probably lies elsewhere: the group tests stores under their name, where a number of its brands are grouped together. As it is out of the question to do so in the form of supermarkets, the pop-up stores and the web are places of choice for testing this type of concept (especially if the web store does not belong to P&G). We are definitely dealing here with a new distribution channel AND a promotion of P&G as a brand.