DraftFcb

Beauty (95)

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
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

In a lather over a real soap

Timotei Men have sponsored the internet soap-opera “In touch with classmates”, which will be broadcast on the brand website and 30 other sites. An integrated campaign including product placement in the series, sponsorship bumpers, with consumer engagement online to vote for the best episode.

Beauty
Connectivity
Russia
 
Colour matching brands

Global design leader Pantone and global luxury cosmetics retailer Sephora have paired up to release a special collection of Sephora-brand cosmetics in iconic Pantone shades. They have also selected a ‘Colour of the Year’ to celebrate the two brands’ unified passion for colour and design.

Beauty
Authenticity
United States