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Dove wanted to launch its new Scalp + Hair Therapy range in Boots with impact. Not just another haircare promotion, but a premium, dermatologist-backed experience that could reframe how people think about hair health: starting with the scalp.
N2O created the Dove Scalp + Hair Therapy Lab, an immersive pop-up at Westfield White City designed to educate, engage and drive shoppers into Boots. Across three days, the experience delivered 265,000 opportunities to see, 6,600 stand visitors, 624 expert consultations and a +51 NPS.
Dove Hair had a big job to do. The brand needed to support a platinum launch in Boots, elevate perceptions of Dove as a beauty brand, and show that its new range combined dermatological potency with everyday care.
The objective was clear: get women and men who wanted fuller, stronger-looking hair to try Dove Scalp + Hair Therapy, with sales conversion, Dove hair share and customer engagement as the key measures.
We created an experience built around one simple thought: haircare is scalp care.
The Dove Scalp + Hair Therapy Lab took people on a sensory journey through the new range, using touch, scent, expert advice and product discovery to make the science feel simple and relevant.
Visitors entered through a mirrored walkway, explored the range at a central play table, learned through a spinning information wall, discovered Boots-exclusive products, took photos in a shareable mirror moment and received tailored advice from certified trichologists.
The experience was designed to do more than attract attention. It helped people understand their scalp and hair needs, gave them personalised recommendations, and directed them to Boots to purchase nearby. A good experience. A clear commercial job.
The experience also shifted perception. Visitors rated Dove highly for expertise in scalp and hair health, with an average score of 8.3 out of 10. They also agreed strongly that “healthy hair starts with a healthy scalp”, scoring the statement 8.7 out of 10.
By combining expert credibility, premium design and a direct path to purchase, N2O helped Dove make scalp care feel accessible, desirable and worth acting on.
A launch experience that changed perspectives, then pointed people straight to the shelf.
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