Nuance’s Best Kiss boosts price awareness in Switzerland

Gavin Lipsith

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The group’s unusual promotion at Swiss airports has increased passengers’ awareness of the duty-free price advantage

The Nuance Group has reported that its Best Kiss promotion, which was launched at Geneva airport in October last year and offered SFr10,000 to the passenger who provided the best kiss, has helped raise awareness of duty-free pricing and the company’s best-price guarantee on fragrances and cosmetics.

The promotion, in which passengers gave an imprint of their kiss on a piece of paper, was intended to highlight value in Geneva airport’s beauty offer, with prices 10% below the domestic market on average. Nuance also staged a promotion with a visual depicting a pair of perfectly painted lips. One thousand people entered the competition, and in March the winner, Jarmila Souckova from Geneva, was awarded her prize money.

Nuance managing director Switzerland Stephan Salvisberg said: “We launched our ‘Best Price Guarantee’ a year ago, and are now beginning to see the results of our continued communication in this field. It takes a while before people fully realise the actual quality of the offer – both for assortment and price. Our aim was to make people aware of the value duty-free shopping offers, especially in the cosmetics area. The results are encouraging, with an average sales uplift of 21 per cent. We will continue to communicate this important message, reminding people of the price benefits of duty-free shopping.”

The retailer will be running another three campaigns in the airport in 2007. One is aimed at driving customer spend, followed by a campaign designed to enhance penetration. The third campaign will target customer loyalty. All campaigns will be targeted at specific customer groups travelling at the particular period.