Cellmid announces US in-store launch

Latest News

Cellmid (ASX:CDY) has announced advise that the in-store launch of its évolis professional product range will commence on 31 August, ahead of schedule, in Neiman Marcus and Soft Surroundings stores across the US.

The company said that, as part of the launch, a series of experiential marketing events will be held from 31 August until 15 October in flagship Neiman Marcus stores in Hawaii (Ala Moana), California (Fashion Island), Florida (Orlando) and Texas (Northpark and Houston).

Similar events will be held in 11 Soft Surroundings stores, from Arizona to Texas, during the same period, it said, adding the in-store launches are being supported by major public relations and social media campaigns in addition to the full-day experiential marketing events hosted by each store.

The theme for each of the 16 events will be built around the use of the Company’s proprietary évoliscope technology, which allows customers to assess their hair health.

“Part of the Company’s early success in the US has been due not only to our clinically validated products, but our marketing events using our évoliscope scalp analysis. The assessments, conducted in-store by our trained hair biologists, provide an interactive experience that raises visibility for évolis, educates and personalises the brand,” said Cellmid CEO Maria Halasz.

“Store presence is expected to increase sales significantly from what has been a very successful online launch of the évolis Professional products in Neiman Marcus and Soft Surroundings”, said CEO Maria Halasz. “Previous events not only generated high conversion rates, but an opportunity to train store staff and allow them to become product champions.”