I think this falls under "promotions."
Can't afford to spend hundreds of thousands of dollars on advertising? Are you new product who needs to get introduced to the market, but spending that much money on advertising that may or may not be effective doesn't sound appealing to you?
Be like NXT.
NXT (pronounced "next") is a men's shaving gel that comes in a package reminiscent of a lava lamp.
According to the New York Times:
"The buyer was stunned until Mr. Leventhal pulled a prototype out of his briefcase. The product, called NXT, is sold in an arresting triangular container that lights up from the bottom, illuminating air bubbles suspended in the clear gel. The plastic is tinted blue, and when the AAA batteries in its base are lighted, the whole thing looks like a miniature lava lamp or a tiny fishless aquarium.
To call attention to themselves, the products, which are aimed at 18- to 24-year-old men, will glow on the shelves, inviting customers to pick them up. Every 15 seconds, a light-emitting diode (LED) in the bottom of the container flares on, stays lighted for a few seconds, then fades out."
Really, how cool is that? I know if I'm walking through Target and something in the personal care isle starts flashing and turning the place into a nightclub, I will probably stop to check it out. Now, I'm not a dude and do not currently have a beard or mustache to shave, but I will tell my guy friends that they, too, can turn their bathroom into Les Deux.
I'm sad I can't find a website for the product and I have no idea who the company is, it's probably in that article somewhere but I am full of s'mores and too lazy to look.
I am also bitter because I was supposed to be on a plane to Seattle today, but every flight everywhere has been canceled. Le Sigh.
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