Henkel Hits Streets With Göt2b Mobile Experience
Henkel hair styling and color brand Göt2b is giving consumers a new way to experience real-time discovery and self-expression, reflecting a growing consumer desire for convenience, flexibility and instant beauty solutions that support their fast-paced lifestyles.
This spring, the brand launched its Non-Stop Store, a traveling pop-up truck designed to highlight the portability of its hair styling products, and specifically its glued wax stick.
The program was built around the idea of the brand’s tagline of “beauty built for life on the move.” Designed to capture attention both on the street and across social media, the vehicle features Göt2b’s signature bold yellow branding and immersive product displays.
Social efforts on Instagram called to fans to follow the truck’s route, watch stories and engage in shareable moments. Consumers were encouraged to try to find the store as it traveled around New York and Miami.
The mobile experience included QR codes for consumers to scan to get coupons for free products.
The brand partnered with creative agency The Experiential Group to create the traveling store.
"Inspired by the product itself, we brought The Non-Stop Store vision to life by wrapping a 24-foot glass truck in bold, eye-catching creative and selected a route that would create high-visibility and high-impact during major national events, from Formula 1 Miami to the Met Gala in NYC,” said a company release.
The effort kicked off April 30 in Miami at Wynwood Walls, an outdoor arts destination known for its vibrant murals, and made its way on May 4 to New York’s Union Square, which was chosen because of the cultural hub’s high consumer traffic.
“The Non-Stop Store reflects Göt2b’s commitment to empowering self-expression in ways that feel authentic and relevant to how consumers live today,” Linda Lin, head of consumer hair at Henkel, said in a media release. “We know our community is always on the move, and the Göt2b glued wax stick is designed to deliver high-performance styling wherever the day takes you.”
Göt2b products are available at Walmart, Target, CVS, Ulta Beauty and Amazon.
