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?
Recession-bitten consumers are abandoning premium make-up brands but are not just turning to the mass-market for alternatives; the Harley Medical Group reports that non-surgical rejuvenation procedures such as botox are up 14 per cent on last year.
London salon Daniel Hersheson has developed a shine product that lasts long after you next wash your hair. The clear serum has been designed to impart an ‘at-home’, salon-quality shine. Apply it after shampooing, leave on for five minutes, then rinse off before applying conditioner.
The manufacturer equates the product to ‘the equivalent of applying a shiny top coat to the nails’, promising the results should last for up to five washes.