MATRIX
Food For Soft
BRIEF
As part of its strategy to connect directly with consumers, Matrix entered shopping centres for the first time. The goal was to promote the Food For Soft range and its key benefit—hydration—through a bold pop-up experience that positioned Matrix as a trend-setting haircare brand.
The modular zone needed to be compact, durable and easy to transport and install, while still offering enough space for professional hairstyling.
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SOLUTION
We created a bold, fully green pop-up zone that travelled between Prague, Budapest and Bratislava. Each shopping centre was carefully selected to include a Notino store, allowing visitors to discover, try and purchase the featured products in one place.
The central attraction—a water-tank fishing game—turned product discovery into a playful experience, with travel-size and full-size products offered as prizes. Visitors could also try the bestselling hair oil and book a professional blowout directly in the zone. Inspired by the blowout trend taking over social media, the styling experience helped Matrix connect naturally with a younger audience.
Campaign visuals featuring KATSEYE strengthened the youth-focused communication, while meet & greets with popular local influencers brought the brand’s online community into the real world in each country. Exclusive Notino discounts and gifts with purchase completed the customer journey, turning an engaging activation into a strong driver of product trial, sales and long-term brand connection.
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