When I posted earlier this week about the Opening of An Envelope launches, I actually got the perfect example to post about today, although I must stress that there was not a launch for this product. But it does have a press-release and I imagine there will be some pressure on the PR to actually get some press on it. So, it’s Aussie Colour Mate Shampoo and Conditioner with – wait for it – a different sticky label on the front for summer. Their representation of words for summer are Sea, Fun, Beach, Relax and Surf. The product is no different inside than the usual product and the only thing limited edition about this is the sticker.
So, excuse me for asking, but what is the point exactly of this? Is there anyone that rushes out to buy a bottle with a slightly different label on it just because it says Limited Edition? The design isn’t by anyone famous or interesting, it isn’t really splashy or creative, it’s simply words on a label. It’s not exciting and it’s actually slightly excruciating trying to look even vaguely interested in the ‘news’. It isn’t news and it certainly isn’t coverage-worthy. In fact, it’s almost misleading – limited edition might imply there is something that is different about the formula, not the bl**dy sticker.
Head, meet desk.
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9 comments
This goes beyond pathetic and lame and reaches a whole new low. Extraordinary.
I’ll start by saying that I am no longer an Aussie Angel (I left because I felt guilty I didn’t post enough about the brand and I am rubbish on the hair styling front) but I really like this launch. My hair is coloured you see, but for some reason, I have never tried the Aussie Colour Mate and only stuck to my favourites: Luscious Long and Take the Heat. This new bottle is actually inviting me to try the range, and it’s prettier funkier bottle than normal and this is what makes it exciting. Hadn’t they had a new attractive bottle/label for a limited time only, I would have still thought ‘oh there is no rush buying the colour mate’ but now for me there is an incentive, as I know the prettier bottle comes in limited quantities and for a limited time only. It’s in the same spirit as the aussieversary bottles, but minus the big occasion. I shall be looking our for these bottles and I will definitely try the colour range now.
xx
Oh this is just absurd. If they drag you all across London or any big town, away from your work or making you rush through PR events, they should be ashamed.. At least make it more special than just a freaking sticker difference.
Totally press UNworthy.
I’ve felt this way about Aussie bottles before. I remember seeing a limited edition one (on blogs and in shops) thinking it was something new and exciting to try, but no, just the same old shampoo I used to have. Slightly disappointing but nice to look at, I guess.
ok i think they did achieve drumming up some interest for their product. as you said there was no launch, so I don’t see the harm. It is not revolutionary but it is fun. It is also no different to the MAC approach of re-offering the same colours under different ‘limited edition’ collections.
Sorry Aussie I buy your product because me and my hair love it, not because it has a limited edition label on it. They did do bigger bottles which is much more exciting. x
Very amusing. Though a lot of marketing ideas are pretty lame before they get the massive budget treatment. After all, just how difficult is it to take two bottles into the shower?
I suppose they have to keep their name out there and if popping a sticker on their blog and sending out samples is a way to do that then so be it. Although it wouldn’t make me buy it – {that said the “louder” bottle may actually catch my eye} it does serve a purpose
I lol’ed hard at this!!! so funny!!!
http://www.fashionforlunch.net