I started using Biore nosestrips in high school. After the first time seeing all the crap that’s in my pores, I was sold. But it’s a pretty hefty investment: $8 for 8 strips at 6 boxes a year is $48. Okay, not exorbitant, just more than I’d like to spend on a simple luxury.
With my supplies running low, I hopped over to my local CVS to buy some more.
Several things I noticed:
- They now put tape on the packaging. Apparently, people have been stealing the strips (?). And once I get home, the tape makes opening the two boxes a hassle.
- I bought two boxes and counted 18 strips. Now, last I remember from elementary math class, 8 + 8 = 16. So what’s up with the extra strips?
Most likely, it’s a marketing ploy. The temporary happiness of feeling lucky that you got a whole extra strip, not a big deal except they’re a freakin’ $1 each! But since I got two boxes, I spotted the difference. It’s not that I’m lucky. Their goal is to make everyone feel lucky.
Is that good or bad? Well I’m certainly happy to get 2 more strips free. On the other hand, I don’t like that some marketer (probably an MBA grad who wants to show off her marketing genius to the new boss) is trying to sway my emotions.
Isn’t this supposed to be this “Web 2.0-if-I-hear-that-phrase-one-more-time-I’m-going-to-shoot-someone.” Aren’t companies supposed to be all about transparency?
Why not have a campaign that says, “To show you how much we love your support over the years, we’re going to put an extra strip in every box of Biore strips. Supplies are limited.”? Or “Find the Golden Ticket at your local Target store (co-branding is awesome) to win a free spa weekend for you and a friend.” Or even “Recycle your old Biore packaging, and we’ll give you $2 off your next purchase.” They have a $2 coupon inside anyway, and a full color 4 fold brochure is surely loads of money and certainly not green. I’d rather Biore saves both of us the $1.50 for the printing cuz they’re clearly passing the cost onto the consumer.
Point is: stop trying to trick us!
This is why my goal is to work for a company that treats marketing as the champion for the consumer voice within the office. Marketing shouldn’t be about gimmicks and trickery. It’s about having a great product/service and letting people know about it.
Shame on your, Biore.
