R I Ayurveda ‘Disappearing Discounts’ direct mail campaign

Lass natural cosmetics are preservative-free and so have a short shelf life. The manufacturer, R I Ayurveda, asked its ad agency Mudra Communications to create a coupon to attract new and existing customers to a clearance sale.

What makes Lass Natural Cosmetics special is they are made from fresh, natural ingredients. So the agency thought their promotional offer should also be made from fresh, natural ingredients.

Each die-cut coupon was fashioned out of leaves. Over a day or two, the leaves would dry out, shrivel and the message would quite literally decompose.

Each coupon reminded the recipient not only of the products’ benefits but also that time was of the essence if they wanted to take up the offer.

70% of the coupons were redeemed and the company recorded its highest-ever sales of sell-by-date stock.

Download a full case study, with images of the campaign and a comment by Directory editor Patrick Collister, below.