Covergirl’s Priceline success


covergirl_green_detailAn instore Covergirl campaign that turned Australian pharmacy interiors green in February is being hailed as Priceline’s most successful mascara launch ever.

Australian cosmetics company, The Heat Group, says its Clump Crusher campaign was also the best launch in Covergirl’s product history, beating second place by nearly 40 per cent in terms of sales.

In its first week, Clump Crusher topped category sales for Priceline and sold an average of 47 units an hour across all stockists, including supermarkets and discount department stores.

Gillian Franklin, MD of The Heat Group, says the company achieved the results by delivering “instore theatre” and capitalising on the shopper’s first moment of truth (FMOT).

First coined by Procter & Gamble, FMOT is based on the shopper marketing principle that it takes shoppers three to seven seconds to make up their mind about a product.

In order to capitalise on the shopper’s FMOT, The Heat Group installed Clump Crusher bright green touchpoints and signage in more than 1900 stores nationally.

Additionally, more than 700 retail assistants were given samples of product and trained on how to sell the new mascara to customers.

“We often talk about the fact that 70 per cent of women make up their mind about a purchase once they are instore, which is why instore execution is absolutely critical,” says Franklin.

Covergirl’s instore launch was supported by a pre-store campaign, including traditional advertising and social media engagement.


This story is part of Inside Retails new shopper marketing newsbrief, Inside Shopper. Click here to subscribe.


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