The partnership allows the brand to express its luxurious richness and feminine values in an interesting way, and one which rewards consumers. The proposition - 'Richer than Ever' - has a dual meaning for the target market: Mousson body lotions contain moisturising ingredients like glycerine and vitamins A and E; the diamond and gold rings are also 'rich' prizes.
In addition to the 18 rings, three for each of the six Mousson variants, there are 40 hampers of products to be won to encourage product sampling.
The promotion ends in August this year and is being communicated via in-store, print and outdoor executions. The print advertising, like this example here, is running in magazines like True Love, Bona and Drum.