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The mascara scrappage scheme

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?
 

Beauty
Instant Gratification
Netherlands
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