Friday, January 23, 2009

The Power of the Word Free: Macy's Free Cosmetics Giveaway

It's the oldest saw in the advertising playbook that two words "free" and "new" are the most motivating words you can use.

This morning Macy's gave away free cosmetics staring at 10 AM...and just take a look at the lines at their 34th Street and Herald Square store this morning. I'd estimate 1,500 to 2,000 people.

The free cosmetics giveaway is all part of a massive legal settlement for price fixing in the cosmetics industry. Here's a detailed explanation.

I spoke to a few of the people in line this morning. What was most amazing to me was that they couldn't answer what brands were being given away...just that they were free.

So...are these bread lines for cosmetics a sign of an economic downturn? Or just the proverbial desire to get a product without having to shell out for it? Tell me, please.

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Anonymous said...

I would say a bit of both. I am flabbergasted at the patience of people (male and female) to wait in cold temperatures (with and without children) for FREE products they may or may not use. Its kind of sad and I wish there was a survey asking the participants if the recession affected their willingness to wait up to 2hrs for a product that wasn't their choice. What's worse is that some of these free products are ending up on ebay and craigslist; due to the people who went to numerous stores numerous times and racked up.
Marie in NY

Scott Lackey said...

Marie in NY:

Thanks for your visit and such an insightful comment.

Would also love to survey the line-up on whether this is recession driven.

Didn't know about multiple store visits and resale on ebay & craigslist. Thanks for the info.

Come back and visit again please.

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