Israel’s Superpharm drugstore chain has launched a 4.5 million shekel (one million dollars) pre-World Cup marketing campaign targeting women while the men watch soccer. A “Make-up Ball” will be held in Superpharm branches where women will receive a 40 percent discount on all make-up products and a 50 percent discount on all perfumes. The pharmacy will also offer discounts on spa treatments and hair products. To top off the pre-World Cup pampering all women who have purchased more than 99 NIS ($22) worth of products will be able to attend the screening of newly released film at the 20 Globus Group movie theater for only 10 NIS ($2).
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