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**From Gross to Growth: How a Bag of Human Hair (Yes, Really!) Drove a 200% Sales Lift**
Project type
In Store Display
Location
Lowe's Home Improvement Nationally in U.S.
We’ve all been there – wrestling with a vacuum brushroll tangled in hair. Electrolux solved this pain point with a patented self-cleaning brushroll (press a button, and _poof_ – debris vanishes!). But explaining this innovation in-store? That was the real challenge.
Lowe’s tasked us with creating an “innovation endcap” that stopped shoppers in their tracks. The old approach? A 3-step filmstrip + text explanation. Effective, but forgettable.
**The “Aha” Moment:**
I grabbed a brushroll, scissors, and a bag of **real human hair** (cringe-worthy but crucial), then headed to the photo studio. The result? A single visceral image of tangled hair with the tagline: _“Why we invented the self-cleaning brushroll.”_ No instructions needed.
**The Win:**
* **200% sales lift** for Electrolux vacuums,
* Featured in _Retail Magazine_ for standout in-store marketing
* Lowe’s extended the endcap placement **3 months** at no extra cost, driving over $1M in sales
**Lesson Learned:** Sometimes the grossest visuals make the cleanest impact. When tech solves a messy problem, don’t shy away from showing the “before” – authenticity grabs attention.
Shoutout to the teams at Electrolux and Lowe’s for trusting the creative process!_
#RetailMarketing #Innovation #CPG #StorytellingWithImpact
