Sanex, the skincare brand from Sara Lee, is embarking on a 'Healthy Skin Workout Tour' in gyms across the UK this month to celebrate its healthy skin proposition and the launch of its new Skin Energy Shower gel.
The face-to-face campaign is being run through experiential agency i2i Marketing.
Life-sized cut-outs of Sanex models, together with branded display units and sampling stations, are being positioned in high footfall areas of 100 Fitness First, Virgin Active, Topnotch and Next Generation gyms nationwide.
Trained Brand Ambassadors, dressed in Sanex branded sportswear, will chat to gym-goers about the Sanex brand, distribute free samples and information booklets, and alert consumers to local product stockists. All live activities will be staged at peak lunchtime and early evening sessions.
Vinyl shower and mirror stickers, plus posters in male and female changing rooms, will help pre-publicise the live activities, and boost campaign visibility.
To extend the reach of the campaign, i2i has also developed a dedicated campaign website at healthyskintour.co.uk. Here, alongside additional product information, consumers can obtain expert tips on leading a healthy life and enter a competition for the chance to win a luxurious spa break to Mauritius.
Visitors can also email friends about Sanex to claim further samples and boost ‘word of mouse’ recommendation.
Managing Director of i2i Marketing, Bruce Burnett, said, “A trip to the gym is the perfect time to try out a new product like Sanex Skin Energy Shower gel. We’re working closely with gym managers to fully integrate this tour into their local environments, and provide a valued Sanex brand experience for their members.”