The Future of Marketing is a monthly sponsored content series by Amazon Ads exploring martech, shopper insights and consumer trends.
Coty brand, Covergirl, is set to make a big splash for the launch of its new plant-based mascara line, Cleantopia, and has collaborated with Amazon Ads to help make it happen.
The primary goals of the collaboration are to help raise awareness of the new product and educate customers about its features – including 72% natural organic ingredients, the infusion of 100% cellulose plant fibres and sustainably-sourced rainforest maracuja oil.
“We wanted a different approach when it came to generating awareness for the launch,“ says Alexia Kowalski, senior director, marketing, Coty Canada. Enter Amazon Ads, with its unique capacity to execute an omni-channel launch strategy at scale, speaking to consumers both online and off.
The campaign is highlighted by the release of a bespoke Amazon package wrap and a special, integrated custom Alexa utterance. (For the uninitiated, Alexa utterances are the vocal questions or commands that trigger corresponding Alexa actions and responses.) This campaign will mark the first-ever branded Alexa utterance for the Canadian locale.
When a customer asks “Alexa, tell me about Cleantopia” (or “Alexa, parle-moi de Cleantopia“), they can learn more about the sustainably-sourced ingredients featured in the mascara’s clean formula. Amazon Ads also added a CTA driving to the custom retail landing page that was designed for Covergirl by the Amazon Ads team. This experience will be live for the duration of the campaign – June 28 to August 30.
The unique Alexa utterance was the product of the Amazon Ads Brand Innovation Lab, which has the mandate of creating one-of-a-kind campaigns and activations for Amazon’s biggest global advertisers. The engagement is exclusive to Alexa-enabled devices – including Fire TV, Echo Dot, Echo Show and customer’s mobile devices, enabling broad reach and the ability to surprise customers in unexpected places.
The package wrap features a distinct design that reflects Cleantopia’s new mascara packaging, incorporating embossed patterns and leaves in four different colour variations. About 300,000 customers across Canada will receive the branded boxes, which also features an exclusive 15% off discount accessed by a QR code featured on the package.
The branded experience is part of a larger omni-channel awareness ad campaign across Amazon-owned and -operated channels, including display ads and retail placements.
“We are incredibly excited about the upcoming launch of Covergirl’s new advertising campaign for Cleantopia” says Chantal Rossi Badia, head of CPG/QSR/Entertainment at Amazon Ads. “It’s a project that has sparked our team’s passion and pushed us to explore new boundaries. Our collective efforts have been dedicated to creating an innovative and unforgettable experience for Covergirl’s customers in Canada. We’re grateful for the opportunity to bring imagination and storytelling to life in a way that will captivate and inspire.”
This new campaign is the first consumer-packaged brand on-box advertising in Canada for Amazon Ads. Typically, the company says, this advertising space has only been available to automotive and non-endemic brands, such as Chevrolet and Nintendo, which have been localized from the U.S.
Kowalski added that “The partnership we have developed with Amazon Ads over the years has brought us to this amazing activation. Covergirl Cleantopia Mascara is a game changer, and we are all extremely proud and excited to launch it in Canada in such an exciting way. We feel this will help our consumers understand that beauty that is good for them and is good for the planet can feel exciting and prestigious, delivering the expected results and empowering each and everyone in their personal journey!”
For more information on how Amazon Ads solutions help with advertising and marketing, visit its website.
Enjoyed this article? Learn more about how you can stay ahead of the curve in The Future of Marketing
