(Direct) Fred Segal Beauty is urging consumers to go beyond skin deep with a new online promotion.
In conjunction with marketing platform Brickfish, the spa and cosmetics marketer is holding a “beauty lottery,” offering participants the chance to win a $1,000 shopping spree on FredSegalBeauty.com.
The goal of the campaign is to generate awareness and get consumers to spend time with the brand, says Shahi Ghanem, CEO of Brickfish.
A problem in the fashion and beauty space, says Ghanem, is that people tend to be very loyal to their given product sets, so its hard to get them to even look at new items. The promotion encouraged consumers to browse the Fred Segal online store and 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,” notes Ghanem.
The grand prize winner will be picked by Fred Segal Beauty, while the runner up will be chosen by votes from site visitors and receive a $500 shopping spree.
The contest ended earlier this month. Over 30 entries were received, resulting in about 10,000 interactions with the brand.
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