allbeauty

Allbeauty is a UK-based online retailer offering discounted beauty products such as perfumes, skincare, makeup, and haircare. Founded in 2004, it provides popular luxury brands like Estée Lauder, Dior, and Gucci at lower prices. Known for great customer service and competitive pricing, allbeauty ships internationally to over 40 countries and has dispatched over 24 million orders in the last 20 years. 

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the challenge

As it prepared for the next stage of its growth, allbeauty was set to launch a limited-edition Wellbeing collection and needed a standout campaign to support it. The allbeauty team sought to collaborate with a forward-thinking, full-funnel agency capable of crafting a sophisticated aesthetic that would appeal not only to their core audience of 45 to 65-year-olds but also to a broader demographic spanning ages 25 to 65.

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With a combined product value exceeding £225, the collection was priced at just £45, effectively positioning it as a premium yet cost-effective option for consumers. The campaign sought to position the collection as a high-end offering despite its markedly lower prices. Overall, elevating brand perception and driving engagement with a wider audience by reinforcing allbeauty's commitment to quality at a lower price point within the beauty industry.

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The challenge lay in leveraging paid media creative to effectively engage a younger audience while maintaining a strategy that resonated with allbeauty’s existing customer base. Striking the right balance between an engaging, youth-focused campaign and preserving the brand's appeal to its loyal audience was critical.

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The campaign had to stand out in a competitive market while emphasising the collection's luxurious appeal at an accessible price point. Adding to the complexity was a tight three-week timeline, demanding precise planning and seamless execution to ensure the campaign launched successfully and on schedule.

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OUR solution

Step 1: Creative Concept

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The brand's goal was to create a premium, sophisticated, campaign to reach the new audience that the Wellbeing Collection was intended for while maintaining consistency with its existing brand image and values. 

We achieved this by carefully selecting props, colours, fonts, and a custom campaign logo. Every detail was chosen to complement the products in the collection, creating a minimalist yet premium look that would evoke a sense of calm and sophistication. This cohesive aesthetic reflected the brand’s identity and set a consistent tone that not only aligned with the launch but also provided a foundation for future collections. 

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Step 2: Teasers

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To build anticipation ahead of the launch, TikTok teasers were incorporated into the pre-launch strategy. Brief, captivating videos offered glimpses of the luxurious and high-quality products in the Wellbeing Collection, generating buzz and interest. This pre-launch approach significantly influenced early sales and contributed to high demand for the Wellbeing Collection.

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Step 3: Product Shoot

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Despite the tight three-week turnaround, Vagabond proposed a product shoot to capture high-production-style shots that would enhance the campaign's visual appeal across marketing channels. This elevated visual ultimately led to a boost in sales.

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Step 4: Social Media Assets

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To amplify the campaign's reach, stop-motion assets were created for sponsored social media outlets. However, the planned social media commercials were not used, as the campaign was a success and the collection sold out within two hours of its debut (the teasers did the trick, let's just say that).

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results

The Wellbeing Collection campaign saw incredible success, with all 200 units selling out within just two hours. This rapid sellout underscored the campaign's strength in creating demand. Through a mix of teaser videos on organic channels, targeted emails, and web banners, we built anticipation that drove immediate sales. In fact,  because the collection sold out so quickly the paid social assets created were no longer needed. This achievement highlights Vagabond’s ability to craft strategies that drive swift and impactful results.

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