The Idea:Part of the mailing was a snowglobe without snow, dramatically illustrating the effect of En Vogue Anti-Dandruff shampoo.The Process:Salon owners received a simple cover letter inviting them to make an appointment with an En Vogue representative. At the same time, ads were placed in selected publications. They showed a photograph of the snowglobe, an effective visual for the print media.

1: A total of 87% of the hair salons contacted agreed to an appointment.2: Three large chains of hair salons and 17 independent businesses now use En Vogue.3: Sales increased 37.5% in just four months (launch in October 2003).4: Placed near the cash register the snow globe without snow has become a real hit.

Consumer demand for the B2B gadget is high. In Switzerland, the land of snow par excellence, it has become a topic of discussion in the press.