Skip to main content

Hard Candy Sells 'Girl Scouts' Makeup at Walmart

Hardy Candy Walmart Pallet Display

What’s new: For the second year in a row, Hayden Products’ Walmart-exclusive cosmetics brand Hard Candy is selling a Girl Scout Cookies-inspired makeup collection.

What we saw: A bright green pallet display in stores touts the limited-edition collection as "only at Walmart." The line includes $14.98 makeup bags, $9.99 body oils, $7.97 serums and a $14.98 brush set.

Additional support: Hard Candy and Walmart plugged the line’s February launch across Facebook, Instagram and TikTok. The brand celebrated the designation of March 12 as National Girl Scout Day with a March 12-16 sweepstakes running on Facebook that awarded the full collection to two winners.

Other category news: Elsewhere in stores, an endcap display depicting USC Trojans basketball player JuJu Watkins stocked a collection of "courtside certified makeup" from L’Oreal’s Nyx during March Madness. Watkins plugged the line’s availability at Walmart with posts on Instagram, Facebook and TikTok. 

Advertisement - article continues below
Advertisement

Watkins also filmed a video at Walmart to plug the new whole body deodorant from Unilever’s Degree, an NCAA sponsor, with paid posts on Instagram and Facebook. Unilever promoted the launch with an account-specific sweepstakes consumers could enter through Instagram or a promotional website from March 3-30. The sweeps awarded a trip to the Men’s Final Four in San Antonio, a trip to the Women’s Final Four in Tampa, Florida, and a $5,000 Walmart gift card. Breaktime Media, Boston, administered the promotion.

  • About Field Reports

    P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.

Advertisement - article continues below
Advertisement

More Field Reports

X
This ad will auto-close in 10 seconds