Samsung and Vodafone have teamed up with the cosmetics brand to offer a gift set to the first 5000 customers to buy the phone in one of the network provider's top 50 UK stores.
The giveaway was seen as a good way of enticing members of the phone's target market - 25- to 35-year-old, fashion-conscious women - to buy the new phone.
MWorks has created a campaign including point-of-sale materials and advertising, which is running in the Vodafone Buyers' Guide.
Tom Thirlwall, managing director of MWorks, said: 'The two brands sit comfortably together - phone and make-up; a girl's best friend - and it has produced an eye-catching and effective campaign.'
Georgina Grantham of Samsung said: 'For the promotional materials, MWorks has created a look and feel that really captures the essence of the Samsung Soul Pink and the limited-edition Elizabeth Arden gift set.'
MWorks, which has just launched, is headed by Thirlwall, former client services director at Arc Worldwide, with Lee Jobling, previously creative partner at Arc, as creative director. Clients include Nintendo and Capital One.
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