Loyalty: Debenhams Beauty Club

We launched Debenhams Beauty Club as rival proposition to Boots, with the KPI of increasing frequency, dwell time, basket value and enable a voice of beauty, with launch of social media community, beauty e-crm, beauty sampling boxes and paid media.

Year
2011

Client
Debenhams

Pioneered the beauty loyalty program 'The Beauty Club,' resulting in a £32m sales uplift in two years. Launched social media presence, securing 42K followers in first month. Managed national beauty events, E-CRM campaigns, and Beauty editor & copywriter of monthly magazine publication, working closely with buying and merchandising teams for launch prioritisation. Owned partnership marketing programs for all beauty & fragrance brands as direct point of contact with all brands. Responsible for all beauty VM for events and NPD launches.