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WDF Commercial Director Jo O’Connor (seated) enjoys a Jo Malone treatment on the final day of the T5 promotion |
UK. This week marks the end of a successful cocktail-themed event for the UK beauty brand Jo Malone in the World Duty Free store at London Heathrow Terminal 5.
Customers were invited to visit a temporary “˜pop-up’ Jo Malone treatment area located against the backdrop of the store’s vast digital media ‘Contentainment’ screens and take advantage of a free pampering session while enjoying audio visual content supporting the Jo Malone brand.
Seated in comfort, customers enjoyed a relaxing hand and arm massage using Jo Malone’s classic fragrances, while sipping freshly mixed fruit-based cocktails, inspired by the notes of the fragrances themselves. Professional cocktail mixologists created three cocktails – Lime, Basil & Mandarin, Pomegranate and Grapefruit.
Commenting on the event, WDF Commercial Director Jo O’Connor said: “This event has been incredibly popular. The Jo Malone consultants have been giving back-to-back treatments to over 1,000 customers over the past 11 days. Our unique ‘Contentainment’ concept was the perfect vehicle for this event – showcasing beautiful brand imagery and messages whilst engaging customer interest and enabling them to try before they buy in a comfortable and relaxing setting.
“Sales of Jo Malone have increased during the promotional period by an impressive +32% which clearly demonstrates the effectiveness of WDF’s ‘Contentainment’ offering.”
This event was a world first for Jo Malone, as the brand has never executed digital media and merchandising activity of this kind before in any market.
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Professional cocktail mixologists created three drinks based on the notes of classic Jo Malone fragrances |
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