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 cut-price phenomenon appears to have reached the cosmetic surgery market. ‘Simple’ are positioned as the first clinic to offer low cost and accessible procedures to consumers. The clinic is located in a popular shopping mall in the Cascais region of Portugal and offers dermatology and nutrition consultations alongside their cosmetic procedures.
Two Emirati women have created a line of cosmetic products including soaps, body scrubs and eyeliner or “kohl” made entirely from dates and their seeds.