P&G Opens 'Pop-up' Store in NYC

CAROL ANGRISANI

NEW YORK — Procter & Gamble opened a temporary store here Friday to give a promotional boost to 18 of its new products.

The goal of the 10-day “pop-up experience," part of the company’s new “Have You Tried This Yet?” campaign, is to keep consumers engaged in new products. All items have been on the market for the last year to 18 months.

All visitors get complimentary samples and watch demonstrations of new products like Bounty Huge Roll, Pringles MultiGrain, Olay Regenerist Micro Sculpting Serum, Tide Stain Release and Bounce Dryer Bar.

The storefront, located on 57th Street and 6th Avenue, is divided into several demo areas. In the Crest 3D section, for example, demonstrators take a photo of the visitor smiling. Consumers then watch as the photo is enhanced so that they see how much brighter their teeth could look if they use Crest 3D Whitestrips, toothpaste and rinse.

In the CoverGirl section, they learn about CoverGirl Clean foundation and get a free makeover.

“We want consumers to understand the value and performance of our products,” said Nataraj Iyer, P&G’s associate marketing director.

Visitors can also purchase products onsite by using a computer station that links to the new pgtryit.com website, which also features consumer reviews and coupons. The store will operate through Oct. 31.