Standing out at CES

Henkel

Helped a beauty brand, celebrating its 120th birthday, take the leap into beauty tech while making a splash at the CES.


Summary

AxiCom U.S. (formerly PPR Worldwide in the U.S.) was asked to help the German company Henkel introduce an IoT ecosystem of professional beauty devices into the crowded media landscape of the Consumer Electronics Show, held in Las Vegas, Nevada.

Challenge

AxiCom U.S. built a messaging strategy and product storylines to create compelling CES Innovation Award submissions, product collateral, and branded CES “survival kits” distributed to targeted press before the show. Additionally, they conducted a NY press tour with technology, lifestyle, and beauty press, working with celebrity stylist Kim Vo. At the event itself, they worked with a combined group of vendors to transform a meeting room into the Hair Salon of the Future, creating a unique experience with social and word of mouth value.

Strategy

AxiCom U.S. generated 71 global pieces of coverage and counting, with long lead lifestyle and beauty coverage expected this spring. Henkel also earned two CES Innovation Awards as well as a “Best of CES” recognition from USA Today’s Reviewed.com, Techlicious and VentureBeat.

Results





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