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?
A lip gloss that comes with a date-rape drug testing kit has been launched with plans to make it available from vending machines in bar and club toilets. The five 2LoveMyLips gloss products contain a drug testing kit in the form of a pink taper that can detect GHB and ketamine.
RDVbeaute.fr is a new website that offers « beauty on reservation ». All the consumer has to do is chose between the different beauty professionals listed (hairdressers, beauticians, spas, etc.) per city, and the appointments will be taken directly by the website. What’s more, lots of beauty promotions and discounts are registered by the website.