LASS NATURAL COSMETICS: Disappearing Discounts

Lass Natural Cosmetics are made almost entirely with natural ingredients. Due to the minimal use of artificial preservatives, the products tend to have a shorter shelf life and stocks need to be replaced regularly. Mudra Communications Mumbai's objective was to maximize participation during the last few days of their periodic clearance sale. People are exposed to hundreds of offers and discounts every day. They decided to create coupons that were hard to ignore.

The coupons effectively let customers know that an offer was slipping out of their hands with every passing second. While doing so, they also advertised what made the range of cosmetics special in the first place - the fact that they were made from fresh, natural ingredients, with minimal use of artificial preservatives.

To make the offer stand out in a sea of discounts, they distributed discount coupons that not only informed customers about the sale, but also constantly reminded them of the little time they had left to rush to the store. By gradually turning into trash. The die cut coupons were fashioned out of leaves and petals. Owing to the continuous loss of moisture, the text would inevitably expand and become unreadable in about 48 hours, rendering the coupons useless. Apart from gaining footfalls, the coupons advertised the products’ main benefit – the fact that they were made from fresh natural ingredients.