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 jewellery brand “Stroili Oro” created 24 carat gold and silver tattoo jewels to be applied directly to the skin.
Alfemminile.com, a website dedicated entirely to the female world with 5 million monthly users, has created a mini website for the launch of Yves Saint Laurent’s new cosmetic line. The purpose of the new website is to test the new product “forever youth liberator” with direct involvement from the existing active user base. The women can try the product and freely comment and express their own opinion.