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 French brand Rowenta Naturalis has launched a new appliance that enables consumers to mix up their own cosmetics at home.
Numerous “recipes” for skin creams, milks and other skin products are available on the website and in an accompanying guide.
The French cosmetic brand Lancôme launched an online community platform where famous artists, bloggers and designers from all around the world can give their vision of beauty. Anonymous people can also share their own vision of beauty via Twitter, Flickr, YouTube and Facebook.