Samplr lands on BEAUTY BAY

The brief

Samplr, a beauty brand also owned by BEAUTY BAY, had been trading only on its own site until September 2025. It was time to bring the collection over to BEAUTY BAY to boost sales and brand awareness. We needed to position the launch of Samplr on BEAUTY BAY as a third party brand. The aim was to acquire new customers for Samplr and reach a new beauty obsessed audience, but also bring a new net of customers for BEAUTY BAY as the brands had different target audiences.

The campaign

This was a 360 hero campaign on BEAUTY BAY that ran for one week. I drove the campaign from planning to execution to roll out homepage creative, a dedicated brand page, social content, influencer content that boosted on paid social, email comms, solus app pushes, and editorial content.

With this campaign, I wanted to educate customers on the affordability and quality of Samplr’s beauty range, as it was positioned as ‘straight from the lab’ to showcase its premium yet accessible quality. We used existing assets we had from the original Samplr launch, flexing these to work for BEAUTY BAY with the addition of the logo and brand colours.

The results

Our target for week 1 was £1k revenue and for week 4, it was £4k revenue as Samplr had low brand awareness and a small following. We successfully drove £11k of revenue in week 1 thanks to our targeted comms and creative, and the success then continued into the following weeks. From this, we decided the send out one solus email and app push per week for Samplr on BEAUTY BAY channels. Plus, we brought Samplr into our monthly influencer retainers to capitalise on its success and how much it resonated with our already engaged audience.

Messaging

Launch email

Subject line: NEW DROP! Samplr 🧪

Preheader: Shop premium beauty at lab-grade prices. Now live.

Editorial content