Retail Report: Selling in Unusual Places
Lipcote's vending machine allows the brand to target customers in the most unexpected places. Consider a unique retail opprtunity when pursuing marketing goals.
By Marie Redding, Senior Editor
Lipcote, a transfer-resistant lipstick sealer, has become a cult classic in the United Kingdom. Manufactured by Matthews & Wilson Ltd., it is also sold in select drug stores and boutiques throughout Australia, Denmark, the Netherlands, Iceland, Israel, South Africa, the West Indies, and Canada. The product is traditionally packaged in small bottles that are either boxed or sealed in blister packs. Its logo, an illustration of bright red lips, is featured on its packaging. It was created by British fashion illustrator David Downton, who is renowned for sketching such celebrities as Elizabeth Hurley and Kate Moss.
When searching for a unique way to promote the brand name, Matthews & Wilson wanted to keep its marketing strategy in line with Lipcote's young, hip image. The company decided to use vending machines—not as a source of revenue, but as a marketing tool. Ben Woodward, brand manager at Matthews & Wilson, explains, "Aiming primarily at women in their midteens to midtwenties, we wanted to put something memorable in place that would reinforce the fact that Lipcote is the original lipstick sealer. Past success through advertising our product in ladies' wash rooms encouraged us to consider using vending machines."
When asked whether the vending machine is intended to look like a cigarette vending machine, Woodward says, "No, it's more mischievous than other types of machines. It was selected from a range of standard ones often found in wash-rooms, similar to one you can purchase contraceptives from. Incorporating a little adult humor is perfect for connecting with our primary target market." After selecting the machine, which is supplied by Autonumis Ltd., Woodward says that the project was developed further with the assistance of the company's brand communications agency, Mr. Ed, based in London. Personalized with the "Lipcote Girl," the design on the vending machine resembles the look of the brand's Web site, for consistency.
The vending machines were affixed to walls in health clubs and nightclubs in six venues in and around London for a limited-time promotion. The locations were chosen based on where the product might be most useful. For instance, the products are aimed at women with busy lifestyles who, after working out at the gym, want their lipstick fixed to perfection quickly to be ready for a social outing with friends afterwards. For selling the product in the vending machine, at the price of one pound, trial-size versions were designed and supplied by Klocke Verpackungs in Germany. The plastic single-dose applicator bottles are protected by an envelope-style outer cover.
Plans are now in place to use the machine again during select special events and parties in the UK during this holiday season. Department stores in the UK have also shown interest in having the machine placed in ladies' rooms. Although it is looked upon as a form of advertising rather than a new retail channel, Woodward says, "It would also be great to see it as a permanent fixture in select city nightclubs. It is a fun way to obtain cosmetics, and accessible to all women on the go."