Thursday marks the grand finale in the Swisspers Sleep Naked Face-Off, a social campaign to get people talking about the health benefits of removing their makeup before going to bed.
Says one online ad for the cotton round manufactured by U.S. Cotton, the nation’s only manufacturer of organic cotton: “Removing your makeup at night may help prevent wrinkles. Sleep Naked.”
It’s year two of the campaign and, this year, Cleveland-based agency Marcus Thomas enlisted two beauty/makeup celebrities and set up a “Team Blonde” or “Team Brunette” challenge.
“We knew we wanted a blonde and brunette who were influential in fashion and beauty, well-known, recognizable and current,” Shawn Engler, assistant product manager at U.S. Cotton, told Marketing Daily.
With balloting complete on Tuesday, Emily Maynard, a Southern blonde from ABC’s “The Bachelor” and “The Bachelorette,” ran a distant second to the Jersey girl, brunette Danielle Jonas from E’s “The E! Reality Show” and “Married to Jonas.”
Each have been using Twitter, Facebook and Instagram postings to cultivate their team. Hashtags #sleepnaked #swisspers #teamemily and #teamdani supported. The winner hosts the National Sleep Naked Night virtual party at 9 p.m. Eastern, and will answer beauty questions through Twitter and Instagram video.
The campaign targeted women 18-34 who are self-identified online as beauty/makeup or pop culture fans. Five text-only Facebook keyword-driven banner teasers supported the effort: “Stars Sleep Naked,” “Blondes Do It Better,” “Brunettes Do It Better.”
Post-event advertising runs mid-September through mid-December on Walmart.com and Amazon.com. That message shifts to: “Some wrinkle removers cost $100 an ounce. This one costs pennies.”
While there was no specific messaging in-stores to accompany the campaign, additional stock of the cotton round have been added, Engler says.
Swisspers has a 27% share of the national cotton rounds market.