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?
The Japanese brand ChatPerf has created an app and a piece of hardware that allows you to send scents via your mobile phone. The person receiving the scent needs to have the attachable hardware and the application for the ‘scent tank’ to release the desired smell.
Beauty Candy is a sweet that contains hydrolysed collagen instead of sugar, fat and sodium which you usually find in regular candy. The collagen helps with plumping your skin and evening out wrinkles. So the premise of this product is that with Beauty Candy you can eat yourself to a younger looking skin.