How Helena Rubinstein grows market share with promotions

Helena Rubinstein is a leading brand in the Singapore beauty products market and employed not only branding ads but promotional deals to entice first time users and to reward existing customers to grow its market share. Comprising mainly gifts-with-purchase offers, bundled products, price off deals and beauty seminars, these promotions were rolled out in a steady stream and had a positive impact on the bottomline. Gifts-with-purchases using products from a different category also provided cross sampling and sampling to widen adoption of the HR brand and strengthened brand loyalty.   

Below are sample ads in design stage.

 

Below are a selection of printed ads.

Joint promotion 2-page spread in 'Female' magazine.

In this colour ad we trumpeted that Helen Rubinstein was dishing out Ellice Handy's best-selling cookbook “My Favourite Recipes” free with every purchase of $50 and above of HR products, adding that “It's stuffed cover to cover with the secrets of making those mouthwatering meals you've always wanted to prepare but didn't have the recipes for. Come and get it now because it's going like hot cakes!”

Here our ad for HR extolls the face colours that capture the beauty of the South Seas.

This promotional ad for HR Precious Nights features demonstrations by international makeup artist to the stars Franklin Chaloner from New York.