Old Spice Testing New Package Designs at Experiential Barbershop

Credit: Old Spice

Old Spice is charting new territory with a recently opened experiential barbershop in Columbus, OH, where the men’s grooming label will test new package designs in the retail portion of the space.

The 3,500-square-foot space, just blocks away from The Ohio State University, is part learning lab and part content studio, with a thoughtfully designed barbershop at the heart of the space.

The new concept will allow the brand team to work closely with R&D in observing customer interactions with new products – real-time feedback that can be used to inform future product development and presentation.

Essentially, Old Spice has created a revolving-door focus group within a distinctive retail concept. Chalk it up as another innovation from a brand – known for their irreverent, quirky ad campaigns – that prides itself on standing out.

Read more at our sister publication, VMSD.

BXP Staff

BXP elevates the value of innovative and collaborative brand package design as a strategic business competence across the omni-channel path to purchase, to ultimately help consumer facing and retail brands deliver more relevant experiences that connect with shoppers, win at shelf, own the moment of sale and maximize brand loyalty.