Not many lay people out there realise that beauty writers, journalists, editors, bloggers, vloggers and so on, receive between 8 and 15 packages a day containing new beauty product. Be it a serum or a scrunchie, from nail polish to lip-gloss, these girls are spoilt – with a capital S! So how can you cut through the clutter, be original and win their discerning attention?
Here are some useful tips that I have picked up along the beauty-land path….
- If you are doing a general mail-out make sure the contents arrive in a pristine state. The packaging – a bag, a box or anything different to the norm, must reflect the image of the brand, look appealing, beg “OPEN ME” and arrive at the correct address. Do not forget to include a concise press release with the launch date positioned at the top.
- You can never overdo it with a ribbon, after all, you will be sending to girls (well mostly) and what girl can resist a crisp, pretty ribbon? If a ribbon is not right for the brand, use a tassel, or a flower or a hanging ornament. Just embellish!
- Never underestimate the power of humour. If you can add a touch of wit to your offering and get a laugh to punctuate a serious day in the office, you are onto a winner.
- Larger companies have been known to send their goodies in via a mach-o-gram or a hunk-o-gram! Sex has traditionally always been a secret to sales, and there’s no harm in adding a little naughtiness to your bundle. Again it could well brighten up an otherwise dull day. A word of caution though, this approach must only be done at the discretion of the brand identity.
- Think outside the box but keep it relevant. If for example, you are sending out a new night cream, it might be nice to add a little something, such as a silk pillowcase or a cosy bedtime read or a personal hot chocolate mug. A pot of fresh cream with some strawberries might be seen to have an association, but may not be quite so relevant! Always consider your overall message and what the end user will remember from your gift.