The goal of this campaign was to demonstrate how the Access All Areas Collection—featuring Head & Shoulders, Gillette, and Blend-a-med—can boost confidence and help people make a strong first impression.
By purchasing selected product combinations or uploading in-store videos, shoppers could enter to win a range of prizes, from exclusive local offers to all-access passes granting them the chance to step into the spotlight at incredible events.
Key Visual
Access All Areas Collection – Silver, Gold & Bronze Standards
The Access All Areas Collection transformed everyday grooming into a red-carpet moment. Designed as a tiered in-store experience across Silver, Gold and Bronze standards, the activation used theatre, reward and aspiration to stop shoppers in their tracks and invite them into the spotlight.
A bold, premium fixture anchored the space, complete with red carpet cues, hero messaging and strong product blocking for Head & Shoulders, Gillette and Blend-a-med. Each standard built on the next — from entry-level rewards at Bronze, to enhanced mechanics at Silver, through to the full VIP treatment at Gold — making the experience scalable while retaining a consistent, high-impact brand presence.
Shoppers were encouraged to engage through simple purchase combinations or by uploading in-store videos, unlocking prizes that ranged from local rewards to all-access passes for once-in-a-lifetime events. The result was an activation that felt confident, playful and aspirational — turning a routine shop into a moment of performance, confidence and first impressions done right.
