Maybelline creates a sensation with beauty kiosks

Promoting make-up essentials around the festival of Karwachauth, an important occasion to celebrate married women in northern India, Maybelline opted for around 100 kiosks all over India. Set-up across key locations in cities like Amritsar, Dehradun, Delhi/NCR, Jalandhar, Kanpur, Lucknow and Ludhiana, the kiosks were planned and executed by Delhi-based Vibgyor Brand Services and were on operation starting from October 27 to 29, 2015. Maybelline New York also introduced its new'Color Sensational' range during this time and wanted a sales driven in-store campaign at general trade outlets.

A spokesperson from the American make-up brand said, "This was one of the most important and auspicious occasions for women in northern India marking the beginning of the festive season and is when the purchasing / spending time begins. We wanted to not only utilise the time fruitfully to introduce our new range but to also pay respect to these beautiful women.”

Ankur Kalra, Vibgyor Brand Services, explained, "We created Maybelline kiosks at over 100 key outlets across northern India, from which the customers could not only purchase their products but could also avail some special offers and awards.” The kiosks offered rewards like free henna application (an important part of Karwachauth) against purchase of a certain value. The customers also received free cosmetics, makeovers and services from the kiosks. "Not only did the brand get awareness and recall value during the festive season but there were huge amount of instant sales generated through the process,” Kalra reported.

According to Vibgyor Brand Services, top performing sales counters were identified across northern India, where kiosks were set-up depending upon space availability and the expected traffic. Stall sizes varied from'6 x 6' to 4'x 3'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 trial make-up session 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,” Kalra informed.

Over 15,000 women got the Henna application done as well as beauty makeovers using Maybelline products at the kiosks across the these activity days.