Prom is a billion dollar industry in the US. Teens spend an average $638 each on that special night. Concept development incorporated insights that teens need lots of products, they are on a budget, but at the same time want to look like a celebrity. By implementing and executing an in-store event, both girls and guys can view Wal-Mart as the affordable place to shop, experiment and practice with everything besides their dress and tux: skin care, cosmetics, hair care products and more, so they can achieve the look they’re after and Get It Right for Prom Night.

95% increase in sales for participating brands. 98% execution rate of the event at Wal-Mart stores, and approximately 1 million hits on our website. This is the third consecutive year for this programme. Wal-Mart recognizes pre-prom as a tremendous business opportunity targeting an extremely important consumer group: teens. As a result, the number of participating global brands and sponsors continues to grow each year.