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?
L’Oréal has launched a new e-recruiting campaign through a Facebook application named “Talentube”. To participate, fans of the brand must produce a creative video introducing themselves, upload it on Facebook or Youtube, and create social media buzz with their content. If selected, they will be invited to a Skype interview.
Portuguese scientist Filipe Cabreiro has discovered that sirtuin proteins, (present in red wine for instance) have no anti-ageing properties. Since 1999, the scientific community believed that high levels of this protein was the key to longer and healthier living. The promise of an anti-ageing protein transformed the pharmaceutical world and its multi-million dollar industry. Pharma giant GlaxoSmithKline even acquired the company that first suggested that the protein had anti-ageing properties for the sum of 720 million dollars.