At INGLOT, we never forget to celebrate essential market moments, and one of them is Lipstick Day. This year’s edition was particularly special for us as we also celebrated the 30th anniversary of lipstick production. We decided to create a comprehensive marketing campaign to pay tribute to this iconic cosmetic product that has captured the hearts of women around the world. Our strategy was designed to engage audiences across multiple channels, from social media to in-store promotions.
30th Anniversary of Lipstick Production
This year’s edition of Lipstick Day was a very special moment for us as we celebrated the 30th anniversary of lipstick production. Our first lipstick, NEW LINE, was created in 1994. Since then, we have continuously developed, and our lipsticks are now available on 6 continents, in over 90 countries, and in more than 2000 stores. Our bestsellers, both in Poland and worldwide, are Kiss Catcher Lipstick Dusty Pink 903 and Soft Precision Lipliner 63.
A Multi-Channel Approach
Our campaign was built around a multi-channel approach that combined organic teasers, influencer marketing, paid ads, social media activity, in-store exposure, and PR parcels. We believe that this comprehensive strategy helped us to connect with our existing customers while attracting new ones who share our passion for lipstick.
Key Elements of the Campaign
Our International Lipstick Day campaign was packed with exciting elements that captivated our audience. Here are their key components:
- Influencer Marketing
We have approached several influencers that regularly cooperate with the brand to perform a mini – interview. We recorded in commonly stayed places by them to capture their natural interactions and create an authentic atmosphere for the interview. During the mini-interviews, we asked them about: their favorite lipstick or lip product from INGLOT, what does the word lipstick symbolize for them, without which products they cannot imagine their makeup and what is the product they always have to carry with them. The short videos were posted on our Instagram to not only showcase the influencers’ personalities but also to engage our audience in conversations about their own makeup favorites.
- Social Media Activity
Our social media channels were buzzing with activity, featuring exclusive “get to know” interview content, PR parcel receivers, organic content, and special promotions. We also highlighted our 30th anniversary of lipstick production. We took our followers on a nostalgic journey to our laboratories, showing how our lipsticks were developed. Our posts featured archival images of our early production and the hardworking team, giving insights into our brand’s history. This nostalgic journey not only highlighted our commitment to quality and innovation but also deepened the connection between our brand and our followers.
- PR Parcels
We sent out special PR parcels including a lipstick, a lip pencil that matched the recipient, a card with key visuals of the campaign, information about the offer, and catchy information regarding Lipstick Day.
- Paid Ads
Targeted online ads were used to reach a wider audience, highlighting the benefits of our lipstick products and encouraging users to try them out. Our paid advertising campaign was strategically designed to maximize visibility and engagement across various digital platforms. By utilizing targeted online ads, we aimed to reach a diverse audience, including beauty enthusiasts, makeup artists, and potential customers who may not yet be familiar with our brand.
- In-Store Exposure
To attract the attention of our customers we used promotional displays, banners, and product placements allowing them to explore our products and enjoy special offers. We also ensured a seamless customer experience across all touchpoints.
Our ultimate goal was to turn International Lipstick Day into a memorable celebration that drives sales and engagement. We believe that by offering attractive offers, exclusive content, and a unique shopping experience, we can translate our campaign into meaningful business growth.
