I Love Cosmetics, Insights From A Product Launch
I just finished managing an experiential marketing promotion for I Love Cosmetics which is a cosmetics brand from the UK that is making it’s entrance into the US market. The three week promotion was a straight forward sampling event where we distributed Gelato, coupons and samples of body wash courtesy of I Love Cosmetics. The I Love Brand is currently only being sold in Duane Reade, so our sampling events were in front of various Duane Reades and our main goal was to drive people into the store with coupons to drive sales.
Program Reflections
The program was smart because the Gelato that we sampled was of flavors that matched the scents of the body lotion and body wash that made up the I Love Cosmetics line. The tag line was, “We Love To Make You Smile.” and our overwhelming feed back from the consumers was that they were smiling so we did a great job. The consumers also really loved the Gelato cart and our tshirts so the branding made a great impression on the people.
How Do You Measure Success
Despite the wonderful people I met and the warm feed back my staff received, the only way to determine success is if we drove sales into the store. I know for a fact that we did drive sales because I made it my business to take pictures of customer receipts.
All in all it was a job well done and another brand well represented. Follow I Love Cosmetics on Twitter at @ILoveHQ
Client: Ion Marketing
Brand: I Love Cosmetics
