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Beautylish has found a magic wand of sorts to drum up robust holiday sales.

The online retailer created a digital campaign for the launch of the limited-edition Wayne Goss Holiday Brush. The week-long campaign, which began on Dec. 5, centers around a wait list, or global RSVP count, of consumers planning to buy the $85 makeup brush, which is handmade in Kumano, Japan.

Six days after the campaign’s launch, nearly 11,800 people had RSVP’d, many of them telling the Twitter universe about the brush with the hashtag #GossGoingGlobal. Beautylish expects to end the week with a total of 12,000 to 13,000 RSVPs — far surpassing its initial estimate of  several thousand, said Nils Johnson, cofounder of Beautylish. 

The campaign is illustrated on by an animated map of the globe that tallies in real time how many consumers are on the wait list across more than 3,000 cities. For instance, by Thursday morning, four people had RSVP’d in Monaco, which is — as the map shows — 9,711 kilometers from Kumano.

“The [map] visualization is a great way to make people feel connected around a common interest,” said Johnson. Giving each customer’s exact distance from where the Wayne Goss brush is produced helps to communicate that it is a luxury tool handmade by artisans, he added. The brush, designed to apply blush or bronzer, has a tapered point and is available in white or black hair.

Consumers will be able to order the brush on a first come, first serve basis, beginning on Friday, Dec. 12, at 9 a.m.

Johnson wouldn’t divulge how many brushes will be made available but said, “We only had a few thousand pieces produced.” Needless to say, there will be some people on the RSVP list who will be disappointed.

The site began selling brushes, designed  by makeup artist and beauty vlogger Wayne Goss, one year ago. His makeup tutorials have amassed more than 1.8 million YouTube subscribers.

Johnson said that while many luxury products are reluctant to embrace digital media, Beautylish is bent on using it to “add a rich layer” to a brand’s story, and the strategy is proving successful.

In September, it helped launch the Charlotte Tilbury makeup collection. Beautylish sold six figures’ worth of Tilbury’s Magic Cream — and consumer demand for the product crashed the site two times, recalled Johnson. “A new product should feel like an iPhone launch,” he said, “not just another product launch.”

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