The great Benefit and Diet Coke collab con: Sneaky marketing movement to boost their sales
I’m all for getting a good beauty freebie (look at the free 17 palettes in Boots at the mo) but whilst I like the idea of what benefit and Diet Coke are doing, it doesn’t really Benefit anyone a huge amount (geddit? sorry).
The idea is straightforward- Diet Coke are launching three limited edition Diet Coke cans each with a pretty silhouette on them. They are calling this the ‘Get Glam’ collection, Supposedly each can relates to a different ‘look’ on the Benefit site, which basically features THREE products, such as an eyeshadow, eyeliner and mascara (The Romantic Look).
If you have bought one of the can packs you can get £5 off every online purchase over £20 (runs till March 18th 2012). There’s no mention of how much the can pack costs, but lets me generous and say it’s 3 for £1.00. OK, you spend a pound and then get £5 off £20, that’s a 25% discount minus the £1 spend. Then you have another look. Most of their products are NOT £20, and you need to spend that to qualify. You can’t be under, so you’re now looking at a minimum spend of £21.50 for a face primer.
Wait a sec- what about postage? The discount is only available online and you can get free postage.. if you spend over £40. Woah! For orders under £40 you pay £4.50, or £6 if you want priority shipping, which gets it to you in 2 days, not 3-7 days.
So essentially if you spend over £40 and use the voucher you get around a 10% discount, and if you spend under you get what accounts to free shipping. I don’t feel this lets me Get Glam that well, and it feels like a con, a nice way for Benefit Cosmetics and Diet Coke to get lots of free advertising, but not really offering anything to the customer. Sure, had they said ‘buy a can, get free shipping’ it wouldn’t sound as snazzy, but it would be a LOT more honest.
Shop on Look Fantastic or another site for your Benefit stuff instead- you’ll get free delivery so won’t be forced into making up the £20 number and if you go to Boots in store you get points on your purchases.
Say no to this offer- it’s not as good as it looks!