Fred Segal Beauty's latest online promotion urged consumers to go beyond skin deep.
In conjunction with marketing platform Brickfish, the spa and cosmetics marketer held a “beauty lottery,” offering participants the chance to win a $1,000 shopping spree on FredSegalBeauty.com.
The goal of the campaign was to generate awareness and get consumers to spend time with the brand, says Brickfish CEO Shahi Ghanem.
A problem in the fashion and beauty space, according to Ghanem, is that people tend to be very loyal to their given product sets, so it's hard to get them to even look at new items. The promotion encouraged consumers to browse Fred Segal's online store, go on a virtual shopping spree and then blog about what they found on the site, creating a wish list of products they'd like to try.
“This is the first fashion campaign where we've had people create an inventory,” Ghanem notes.
Fred Segal Beauty was slated to pick the grand-prize winner. And site visitors were expected to choose the runner-up, who received a $500 shopping spree.
The contest ended in mid-September. At press time, there were about 30 entries and some 10,000 interactions with the brand.
