The Dove Mall Tours
As every experienced shopper knows, mall duty can be tough. So, the folks at Unilever and Pierce Promotions
decided it was the perfect place for a little rejuvenation – and a great place to reinforce brand perception and
drive trials for the Dove line of beauty products. All they needed was a flexible touring exhibit that would
create a high-touch, interactive environment for consumers to try Dove’s new hair care and body wash
products while reflecting the classic, wholesome attributes of the Dove brand.
VStar designed an event environment that combines the personal touch of a department store cosmetics
counter with beauty services normally found in a salon. In semi-private hair care stations complete with
swiveling pneumatic chairs, mirrors and soft lighting, stylists demonstrated Dove hair care products, and
even gave customers a shampoo or a quick trim! Shoppers also had the opportunity to freshen up at personal
wash and cool misting stations. In addition to design and fabrication duties, VStar became Pierce’s central
production resource for the tour, coordinating the roles of several tour partners, providing training for field
staff and storing the displays during breaks on the tour.