Mail Metro Media for IT Cosmetics & BOOTS

Mail Metro Media / L'Oreal


As Mail Metro Media reaches more women than any other newsbrand in the UK, we were the perfect partner for IT Cosmetics’ national launch campaign.

The beauty brand wanted to show the real and immediate effects of its products to a female audience at scale and drive awareness of its availability at Boots. By polling our female readers, we uncovered invaluable insights which we knew would help IT Cosmetics achieve its goals…

And so we embarked on a 360 advocacy campaign using brand ambassadors, the Mail’s trusted editorial team and real women representative of the target audience. We recruited three women with different skin issues and filmed them as they told their stories before testing products recommended by IT Cosmetics.

By doing this, we successfully engaged readers with the human interest stories we know they love, in various tones of voice across our various platforms.

The results were overwhelming; +107% uplift for consideration, +57% uplift for likely to buy and +77% more likely to associate IT Cosmetics with Boots. Geo-targeted activity also saw a whopping 50% uplift in footfall at three different stores across the country.

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