Beauty, fashion and fun
Aligning a beauty-loving brand with the glamour, fun and festivities of the iconic Spring Racing Carnival
Activations
6
Avg. CPR
$0.43 AUD
physical reach
13,100
Customers were happy to receive the product inside the guest rooms, especially over a special event period in Melbourne like Spring Racing Carnival and especially the type of product which was offered from Garnier, helping them with their overall luxury experience at the hotel.
InterContinental Melbourne The Rialto
Customers were loving the complimentary face masks, water and eye masks piling them into their bags. We put them just outside the bathrooms, I think everyone will be needing the face masks after Melbourne Cup to hydrate their skin.
The Bucket List X Melbourne Cup
Everyone complimented on how great the Micellar water felt on their skin and how easy it was to use. Especially after a long flight, the face masks were well received and enjoyed to add to the guest’s relaxation. A few guests loved that they eye masks were so small and easy to take with them for long overnight flights.
Holiday Inn Melbourne Airport
"My skin felt tighter after I used the tissue mask"
“I love the products because they are gentle on my skin and don't have too much oil, when I cleaned my face it didn't feel sticky or oily”
"I used the eye tissue mask, which was really refreshing.”
"It helped my skin feel soft and hydrated the next day.”
Beyond A Room Customer Reviews

Garnier, part of the international French cosmetics company, L’Oreal, is already known the world-over for their innovative skin and hair products. Looking to connect with their target market of young beauty lovers, the brand recognized a key opportunity to align with the fun and glamour of Melbourne’s iconic Spring Racing Carnival.

Each year, the Spring Racing Carnival draws more than 100,000 people into Melbourne with a calendar of events, fashion, food and entertainment. Using Brandcrush’s innovative booking platform, Garnier was able to identify targetted accommodation and hospitality in and around the city through which they could offer a selection of their products to racegoers in a relevant, contextual environment.

The brand booked their Product Placement & Sponsorship activation into six premium hotel, Airbnb and restaurant locations. They provided samples of the Garnier Hydrabomb Tissue Mask, Garnier Hydrabomb Eye Mask and Garnier Skinactive Micellar Cleansing Water for consumers to feel refreshed and rejuvenated after their fun-filled day of festivities.

Staff at each space placed the samples on the countertops or in bathrooms of hotels/Airbnb’s for guests to enjoy during their stay. They also launched these products at a premium bar and restaurant in Sydney, The Bucket List, who hosted a special Melbourne Cup event with hundreds of attendees watching the race. Along with the samples, marketing materials encouraged consumers to find the brand online where they could enjoy a special Spring Carnival offer.

The activation was a huge success. For a cost-per-reach of just $0.43, Garnier reached more than 13,000 potential customers, building brand awareness and driving interest for the in-store product. Feedback from both consumers and the Host businesses has been overwhelmingly positive.

The campaign also gave the brand invaluable feedback directly from consumers, with each sampling location providing a detailed Activation Report complete with plenty of fun images for use on social media.