The mascara scrappage scheme
Cosmetics brand Gosh has launched a very generous promotion. They are giving away their mascara for FREE. Consumers simply bring in their old mascara and exchange it for a brand new Gosh version. Why? To celebrate the launch of the Danish brand’s new cosmetics range and get consumers attention.
Why it matters
Within a couple hours stores had run out of all Gosh mascara and the promotion had received valuable media exposure. The backlash against disposable fashion and beauty is well established. Is this another example of how by promoting better attitudes to disposability, marketers can actually promote their brand and products as well?
Following L’Oreal’s acquisition of PureOlogy, a luxury, 100% vegan American brand sold through hairdressers, the brand is being relaunched with distribution expanded to European markets alongside a new consumer-focused website, Pureology.com.
Jody Kocken, a student from the Eindhoven Design Academy, created jewellery that also acts as a perfume dispenser. The jewellery pieces can be filled with perfumes and diffuse the scent without the fluid ever touching your skin. It can be worn as a bracelet or behind the ears.