This Lush Emotional Brilliance Campaign Aims to Set a Record
Laura McQuarrie — July 6, 2013 — Marketing
References: lush
To promote the Lush 'Emotional Brilliance' line, the handmade cosmetics company is attempting to set a world record on International Kissing Day.
'Emotional Brilliance' is Lush's makeup line, which includes completely vegan lipsticks made with sumptuous ingredients like jojoba oil and rose wax. Lush is launchings its 'Cruelty Free Kisses' campaign on July 6th with the goal of setting an official Guinness World Record for "the most lip prints collected worldwide in one day."
Consumers can participate by visiting a Lush store on the day of the event or submit a photo tagged with "CrueltyFreeKisses" to Instagram or Twitter. This inventive campaign is designed to raise awareness about Lush's stance against animal testing and simultaneously, its line of cruelty-free lipsticks.
'Emotional Brilliance' is Lush's makeup line, which includes completely vegan lipsticks made with sumptuous ingredients like jojoba oil and rose wax. Lush is launchings its 'Cruelty Free Kisses' campaign on July 6th with the goal of setting an official Guinness World Record for "the most lip prints collected worldwide in one day."
Consumers can participate by visiting a Lush store on the day of the event or submit a photo tagged with "CrueltyFreeKisses" to Instagram or Twitter. This inventive campaign is designed to raise awareness about Lush's stance against animal testing and simultaneously, its line of cruelty-free lipsticks.
Trend Themes
1. Cruelty-free Beauty - Adopting cruelty-free practices in the beauty industry is a disruptive innovation opportunity driven by consumer demand for ethically produced cosmetics.
2. Social Media Activism - Leveraging social media platforms for brand awareness campaigns like 'CrueltyFreeKisses' presents disruptive innovation opportunities for companies looking to engage with a socially conscious audience.
3. Record-breaking Marketing - Organizing unique events like 'the most lip prints collected worldwide in one day' sets the stage for disruptive innovation in marketing strategies, creating buzz and driving brand recognition.
Industry Implications
1. Cosmetics - The cosmetics industry can capitalize on the growing demand for cruelty-free products by developing and promoting vegan alternatives.
2. Retail - Retailers can embrace social media activism to connect with consumers and demonstrate their commitment to ethical and sustainable business practices.
3. Event Planning - Innovative event planners can help brands create record-breaking marketing campaigns to generate excitement, media coverage, and consumer engagement.
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