Making the salon visit a product-discovery experience
Palmolive turned salon visits into hands-on product trials.
Objective
Introduce Palmolive through salon-based sampling and hands-on wet trials, allowing consumers to experience the product in a relevant personal-care setting.
DirectX Approach
DirectX used salons as product-experience touchpoints, combining sample distribution with wet trials. Staff were incentivised to capture trial videos, creating a record of participation. Real-time dashboards supported tracking and accountability, with direct consumer access enabling the brand to follow up beyond the salon interaction.
Key Results
More than 20,000 samples distributed, over 2,000 wet trials delivered and more than 1,000 trial videos captured, as reported in the campaign summary.
