Bali, a division of HanesBrands, was launching its new “Concealer” Intimate Apparel line in mid-range department stores and was looking for a purchase incentive with a value of at least $25 tied to the “Concealer” brand position that would be instantly redeemable in-store.


Getting a cosmetic company to agree to offer an appealing product with a $25 value, free to consumers, proved to be a challenge. Gamma learned that The Breast Cancer Research Foundation, founded by Evelyn Lauder and boasting many sponsors, did not yet have a bra brand.  Through a donation to the BCRF, Gamma was able to engage the Estee Lauder marketing team to provide Bali with an instantly redeemable Pure Color Lipstick ($25 value) in 5 different colors as a gift with purchase of a Bali “Concealer” Bra.  In addition, through this partnership, Bali and Estee Lauder executed joint bra fittings and makeovers in-store, joint co-op media tours with Stacy London and joint kiosks at the Academy Awards.

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