Vibgyor creates Maybelline Kiosks across North India to promote its new range
by Isha Gakhar Marketing | November 9, 2015 | News
Vibgyor Brand Services Maybelline
Maybelline New York introduced a ‘Color Sensational’ range, especially for the ongoing festive season. To cater to a wider audience, the make-up brand, recently conducted a sales-driven in-store campaign at general trade outlets, across North India.
The promotional activity, spanning over three days, from Oct. 27 to 29 was especially done for the occasion of KarwaChauth and will continue till the festive season. The activity was done in Amritsar, Dehradun, Delhi/NCR, Jalandhar, Kanpur, Lucknow and Ludhiana.
After identifying the top performing sales counters across northern India, Vibgyor Brand Services, created Maybelline Kiosks at over 100 key outlets, wherein on the purchase of a certain value of Maybelline products women would get a free henna application. Not only did the brand got awareness and recall value during the festive season, but there were huge amount of instant sales generated during the process.
The setup of the kiosks depended upon the space availability and the expected footfall. The stall sizes varied from as large as ‘6x6’ to as small as 4’X3’ at over 100 counters across the selected states.
At each kiosk, there were henna application booths as well as make-over sections, where women were given a make-up by beauty experts using the Maybelline products they had just bought. The activity was further supplemented by an MC and promoters at some of the larger kiosks.
It is estimated that over 15,000 women got the henna application done along with the beauty makeovers during this 3-day campaign.