Offering a blogger a free product or service to review has many benefits for both the blogger and the client. The blogger puts their influential stamp of approval on the product and the audience absorbs this. They can also answer questions the audience or readers may have had about the product that can only be answered by trying the product. It may also provide a way to promote the product or service to more people without having to pay for traditional advertising space. An example of this was when the hair care line Schwarzkopf Professional introduced Essensity In the City, a free hair styling and make up application to bloggers in the city of Toronto (the service was also available to non-bloggers, on a first come first serve basis). The bloggers were invited to visit the salon and have their hair washed and styled using the Essensity products as well as have their make up done by a professional. This was a great opportunity for Essensity to gain awareness about their new line of products as each blogger raved about how well the products worked. For example, Raymi plugged the products by saying, “This is good stuff. My hair has zero volume because the length pulls it down quite a bit plus my ramones/tiger lily part and the overall fineness. Point being, my hair has volume still today after sleeping on it thanks to this…and this line of product is the most as organic as possible thing out there, pretty natural, less harsh on the environment and on your hair.” The appointments booked up one day after the bloggers visited the salons, as there were so many positive responses from the readers. One of the other bloggers, who uses the screen name Sass at Zucket.com, blogged,
“You like?
Now your turn!
For EVERY MONDAY from now until October 26th, book your ESSENSITY appointment for a FREE WASH, DRY, STYLE, MAKE UP and PHOTOSHOOT.
Tell your girlfriends, it’ll be a treat. Cuz why not?
Y’know every Monday is a give a babe whiplash from phwoar-damn-girl-you-look-good day.
Tell ‘em zucket sent you for your pampering sesh.
Sass Does Essensity in the City
Raymi Does Essensity in the City
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