It seems that many cosmetic companies have a system to offer free coupons or discount to a person who introduced their products to other people. Maybe it is one of the traditional ways of viral marketing.
My favorite cosmetics company, FANCL, also has such friend introduction system.
If you introduce FANCL products to your friends who haven't used FANCL products before, your friends can get a skincare set for fee.
If your friends buy FANCL products, you and your friends both get one of the FANCL products for free, and also get 10% discount on the purchase.
This kind of system is quite common in cosmetic industry.
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