Since Illamasqua entered the Australian market they have been frustrated by the inflated pricing of beauty products compared to the rest of the world. So they are making a stand against the ruthless global giants of cosmetics, who abuse the system by forcing customers to pay up to 61% more than the UK prices. Illamasqua believes it is entirely unjust that a woman in the UK pays just $24 for a lipstick while a woman in Australia has to pay $40 for the exact same product.
At the beginning of August 2012 Illamasqua launched a campaign to make a stand, to start a fight for the Australian Consumer. The campaign was to encourage Illamasqua fans to sign a petition for a fairer beauty price. The petition is housed on illamasqua.com and Illamasqua’s Facebook page and attracted tens of thousands of people who were eager to add their voice to the campaign and sign the petition. It is those people who have enabled Illamasqua in Australia to be the first make-up brand to take a stand and slash it prices dramatically.
The Illamasqua “Fight for a Fair Beauty Price” has sparked conversation globally with customers, bloggers, press and industry insiders. Julian kynaston founder of Illamasqua appeared in a viral video, which was a platform for the campaign for the “fight for fairer beauty,” the video received thousands of YouTube views. Industry bloggers have applauded Illamasqua’s campaign with praise flooding in from all angles. The reaction from the industry press has been very positive with features about the “Fight for a Fair Beauty Price” appearing on influential beauty blogs such as Breakfast with Audrey and The Plastic Diaries.
After a month of rallying together with their customers and fans making a stand against the unfair cosmetic pricing in Australia, Illamasqua are proud to announce that they have won the “Fight for a Fair Beauty Price.” As of tomorrow- the 1st of September 2012 will always be the day that Illamasqua slashed the prices of their cosmetics to bring Australia back in line with the rest of the world.
Propaganda worked with Illamasqua throughout this campaign and we are all really proud of the results that have been achieved in such a short space of time.