Peter Thomas Roth is reaching young consumers with ice cream-like carts giving out free face mask samples. Set up in front of select Sephora stores, Peter Thomas Roth is combining in-person activation and online efforts to fuel their “Mask for Every Task” campaign. Customers will be offered free samples of their face masks and eye gel patches and will then be directed inside the Sephora for a “skin consultation and “rewarded with a four-piece product gift with a minimum $125 purchase.” Those who visit the pop-up and post on Instagram/TikTok using the hashtag #MaskWithPTR and tag Peter Thomas Roth will be eligible to receive the brand’s full mask and eye patch collection each day for the duration of the event, and the brand plans to use organic social posts and influencers to support the campaign. The brand’s loyal customers, dubbed the “PTR Cult,” consists of a wide age range, but the brand found success with a younger demographic over the pandemic with their eye products going viral on TikTok, Gen Z’s favorite app. (Glossy)
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