Vibgyor executes Karwachauth activity for Maybelline

Karwachauth is one of the most important and auspicious occasion for women which marks the beginning of the festive season. to capitalize on the festivities, Maybelline New York introduced its new ‘Color Sensational’ range during this time and wanted a sales driven in-store campaign at general trade outlets.

To meet the brief Vibgyor created Maybelline kiosks at over 100 key outlets across northern India, wherein on the purchase of a certain value of Maybelline products women would get free henna application. Women could now get henna applied on their hands and get the same value of their favorite cosmetics during the festival. Not only did the brand got awareness and recall value during the festive season but there were huge amount of instant sales generated in the process.

Top performing sales counters were identified across northern India, kiosks were set-up depending upon space availability and the expected traffic. 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 our 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.

Over 15,000 women got the Henna application done as well as beauty makeovers using maybelline products at the kiosks across the 3 activity days. The 3 day campaign resulted in incremental sales of over 1.75 crore across participating cities.