Colourpop x Disney: How to talk to your already loyal customers?

The makeup brand Colourpop collaborated with Disney more than once to create the biggest variety of colorful and creative cosmetics. In this post, we will talk about their collection "Disney Villans", inspired by the scariest characters from our childhood. In the collection, they have eye shadow palettes, lipsticks and highlighters. To advertise it, they chose a very interesting and original way of communicating with their audience, that is very loyal to the brand.

The most interesting thing is that Colourpop relies on influencer advertising, which often comes for free. They have very few ads on facebook, mostly pictures of the products for giveaways. Giveaways are a great way of bringing new people and new clients to your page, as people visit the page and follow you in order to win the products. But apart from that, it's even hard to find the copy of the ads, as they rely mostly on a very cost-effective marketing strategy.

This video from the Colourpop YouTube channel is an example of how they use the influencers as advertising. Their campaign on YouTube imitates what a beauty blogger would do when reviewing a product, so that way they actually get closer to the customers they already have, speaking a language they already speak and enjoy, the kind of content they would look for. So even though Colourpop worked with such a huge brand like Disney, they still kept their strategies. The collection was sold both in the Colourpop website and in the Shop Disney website.