ABOUT THIS PROJECT
Poundland - Beauty on a budget
BRIEF
Launch Poundland’s new cosmetics range with a bang, while building credibility with the beauty press and avoiding any negativity.
WORK
The great look and feel of the range gave us the chance to be bold. So we decided to act like a high end brand and host a glam media launch event without mentioning Poundland. Once the media had seen and tested the range we revealed the £1 price tag and retailer behind it, encouraging people to tweet the news using #makeupgallery. The event was followed by extensive media outreach around the message that Poundland was challenging the pricey cosmetics sector.
RESULTS
Extensive and very positive media coverage including in-depth pieces in 14 nationals and review features on the Vogue and Cosmopolitan sites, plus a four-minute feature dedicated to the range on ITV’s This Morning.
The campaign was shortlisted for Low Budget Campaign of the Year at the 2015 CIPR Excellence Awards, and the range went on to win Own Label Brand of the Year at The Grocer Gold Awards 2015.