What impact have events like Luminato had on brand recognition and sales?
There are a few drugstores that I won’t name, very close to [the tent], and we realized that they had significantly higher traffic during the days we were there last year. So we’re definitely developing that even more by having advisers at the stores this year. The team is briefed to send people to those stores so they can meet consumers and help them shop for the product. We’re also working with the stores and letting them know what we’re doing so they can send their clients to our tent to get makeovers. Is L’Oréal Paris doing anything different with the activation this year? We noticed last year that while the girls are waiting an hour in line to get their makeup done, their poor husbands or boyfriends are standing there. So this summer we’re going to distribute Men Expert samples, which is skincare. We’re going to have people talking to the men and explaining what Men Expert is about. Can you talk a bit about the role that experiential marketing plays in your overall marketing strat
