US in-store launch activities very successful

As announced on August 30, we have started in-store launches across the US in five Neiman Marcus and 11 Soft Surroundings stores. This will continue throughout September and October.

The in-store launches use our successful experiential marketing approach. Specially trained sales staff provide customers with an assessment of their hair health using Cellmid’s hair-specific microscope called the évoliscope™. We are running intensive PR, social and direct marketing campaigns to support the in-store events. The initial events have been very successful, with some stores selling out of their initial stock orders.

We have been invited back to all the stores within the next 4-6 weeks, which was one of the program’s critical objectives. The in-store events enable us to connect with customers and on-floor sales staff who will be selling the évolis® range daily. The évoliscope™ experience is very powerful, and many of the in-store sales associates use and love the évolis® products. The instore events also provide an important opportunity to refine our approach and help the stores maximise sales.

The in-store events are supported by a public relations initiative, including a social and digital campaign, which resulted in several brand mentions. évolis® was featured in a major article in retail publication WWD, which has 1.5 million unique viewers every month and is read extensively by retail professionals and customers. In-store reception and online sales improved as a result.