Lass natural cosmetics are made almost entirely with natural ingredients. Due to the minimal use of artificial preservatives, the products tend to have a shorter shelf life than other industrially-produced cosmetics and stocks need to be replaced.

Periodically, then, R I Ayurvedra have clearance sales.

Idea

What makes Lass Natural Cosmetics special is they are made from fresh, natural ingredients. So the agency thought their promotional offer should also be made from fresh, natural ingredients.

Each die-cut coupon was fashioned out of leaves. Over a day or two, the leaves would dry out, shrivel and the message would quite literally decompose.

Each coupon reminded the recipient not only of the products’ benefits but also that time was of the essence if they wanted to take up the offer.

Results

The coupons were doordropped in homes and residences near major Lass outlets and inserted in newspapers. Existing customers on the database received coupons as well.

70% of the coupons were redeemed. Even customers with tattered coupons did not leave empty-handed, receiving freebies of one sort or another with their purchases.

The company recorded its highest-ever sales of sell-by-date stock.

Comment

This was short-listed at Cannes and won nothing. At the Asia Spikes Awards, the students I was with from the Young Creatives Academy voted it the Best In Show. Better than anything on TV, online or on a poster.

And it is a brilliant piece of brand communication in that it is selling both the naturalness of the cosmetics and the special sale.

At a time when direct is increasingly about clicks and the number of views, here’s an idea which led directly to the bottom line. A 70% redemption rate is amazing by any standards. Think of the sales; the cashflow. Think of the bonus!

It is the most innovative idea I have seen for a long time. Best use of leaf as well as Best coupon idea for many a year.

Client: R I Ayurvedra Research Labs

Product: Lass Natural Cosmetics

Title: Disappearing Discounts

Media: Direct Mail

Country: India

Date: February 2011

Agency: Mudra Communications, India

Creative Team

Chief Creative Officer: Bobby Pawar

Executive Creative Director: KB Vinod

Art Director: Preeti Verma

Designers: Preeti Verma, Mahadeo S. Sawant