Creating something new: The first store in the world that does not sell anything, simply gives. Gives samples. Gives advice. Gives beauty treatments. And most importantly, gives the opportunity to take a trip inside the products and get to know them deeply, using all the senses.

The idea was a downright success! 54,500 visitors in 3 months. 12,600 members. Over 148,000 interactions. Thanks to this result, Procter & Gamble is planning to build new concept stores in other cities around the world.