Poundland wanted to shake up the notoriously pricey cosmetics industry by launching its own £1 cosmetics range. The discount retailer brought in Bottle PR to promote its Make Up Gallery range to its female audience, drive sales and build credibility with the beauty press, avoiding the negative associations with discount retailers.
With a budget of £7,500, Bottle held an evening launch event in London’s Soho for the fashion and beauty media, publicised purely with Make Up Gallery branding and with no mention of Poundland. Keeping its brand name hidden was a first for Poundland and allowed the media to focus on the quality of the product without being swayed by prejudices based around discount retailers.
The event created a media buzz with attendance from Vogue, Cosmopolitan, The Sun, Essentials and the Daily Mirror, as well as influential beauty bloggers and vloggers. When it was revealed that Poundland was behind the launch and each product was just £1, journalists tweeted their surprise using #makeupgallery.
The campaign resulted in 173 pieces of media coverage, including 39 in national tabloids and broadsheets, and reviews by Vogue, The Sunday Times Style magazine, Good Housekeeping and Cosmopolitan. During the first five months of the launch there were more than 13,700 uses of #makeupgallery.
The campaign helped sell more than 4.2 million items from the range in store. In the pre-Christmas run-up, Poundland revealed that it needed to freight in extra stock to keep up with the demand, while additional updates to the range have been made. In total, the range has brought in an extra £4.2m in revenue for Poundland since its launch.
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