Mars is celebrating Valentine's Day with a pop-up salon. The experiential marketing move is offering “TREATments” like “mint-infused” blowouts and candy colored mani-pedis. A salon may not be the obvious go-to for a candy brand, but the tie-in lets Mars tap into young consumers’ self-care obsession and generate “social buzz.” It should come as no surprise that the event is booked solid, considering 42% of young consumers told us they’re interested in holiday-themed events from brands in our Valentine’s Day Topline Report. (MediaPost)
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