Cellmid Limited (ASX:CDY) will commence the instore launch of its anti-aging hair care range, évolis® Professional, on August 31, 2018 in Neiman Marcus and Soft Surroundings stores across the U.S.
As part of the launch, a series of experiential marketing events will be held 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.
Neiman Marcus, founded in Dallas, Texas in 1907, is one of the oldest and most prestigious department stores in the U.S.
The group operates 42 Neiman Marcus stores across the United States and two Bergdorf Goodman stores in Manhattan.
Soft Surroundings, a women’s apparel, beauty and home décor chain, was founded as a catalogue business in St Louis, Missouri, and opened its first store in 2005.
Soft Surroundings has over 70 stores across the U.S. and is growing.
The in-store launches are being supported by major public relations and social media campaigns in addition to full-day experiential marketing events hosted by each store.
The theme for each of the 16 events will be built around the use of Cellmid’s proprietary évoliscope™ technology, which allows customers to assess their hair health.
Cellmid chief executive officer Maria Halasz said: “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.
“Previous events not only generated high conversion rates, but an opportunity to train store staff and allow them to become product champions.”