Gillette, the historic shaving reference, took over our Marseille pop-up to offer its community an immersive Labs by Gillette experience. This activation around their premium brand revolved around workshops dedicated to body shaving, a beauty practice on the rise among men. At the heart of the operation : a powerful message, that of a highly qualitative shave guaranteed by Gillette. A pop-up that breaks the taboo around body hair, by Nestore.
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‍How to promote a new product range through a physical activation that goes beyond a traditional pop-up store?
‍Supporting Gillette in the development of Gillette Labs through the creation of a 360° pop-up store, installed in a space at the heart of a city strategically chosen for the brand.
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4-6 La Canebière, Marseille, 13000
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For one day, Gillette Labs invited body shaving enthusiasts to live an immersive experience within its pop-up store. Barber shop, product testing area, temporary tattoo studio, Champions League challenges: everything was designed to align with its target audience's codes and create a captivating space, hard to leave. With this activation, Gillette Labs demonstrates a perfect understanding of the stakes of physical retail: attracting and building loyalty among a male audience increasingly drawn to body shaving. The choice of our Marseille pop-up store was a natural one, offering both high footfall, optimal visibility and a spacious area to fully deploy the experience.
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Launched around 2020, Gillette Labs was built around one strong pillar: innovation. By betting on modern technologies, such as trimmers capable of detecting hair thickness, the brand clearly asserts its premium positioning. It has successfully reinvented the shaving experience and won over a new generation of male consumers, whose beauty routines are rapidly evolving. This strategy, combining product innovation and experiential activations, perfectly illustrates Gillette's ability to reinvent itself in the face of its competitors, and to overcome the ageing image of its parent brand.
