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?
Harvey Nichols, a British upmarket department store, is going to launch a new retail concept for pioneering beauty products, internationally recognised brands and luxury services housed within a cutting-edge and glamorous environment. Using an impressive 22,000 sq ft, the store will extend across three floors in the heart of Liverpool’s fashion hub - the Liverpool ONE Shopping Centre.
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.