Product
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14.2%
review rate (2x target)
24 hours
all samples distibuted
90%
purchase intent
97%
would recommend
About
Ole Henriksen is a renowned skincare brand founded in 1983 by Danish cosmetician Ole Henriksen. The brand is celebrated for its innovative formulations that blend potent active ingredients with nourishing Scandinavian botanicals, aiming to deliver radiant and healthy skin. In 2011, Ole Henriksen joined the LVMH group, enhancing its global presence and solidifying its position in the luxury skincare market.
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The Challenge
Ole Henriksen needed a reliable partner to drive review generation and consumer awareness on key retail partners for it's bestselling Strength Trainer Peptide Boost range.
The skincare market is highly competitive, with numerous brands vying for attention and trust. Securing authentic reviews is crucial to building social proof and driving conversions. For Ole Henriksen, this was a key opportunity to improve their visibility and conversion on Cult Beauty and LOOKFANTASTIC.
Both Cult Beauty and LOOKFANTASTIC require brands to have a direct approach to gathering consumer feedback. This means that it must be via a verified purchase or with sampling. Ole Henriksen struggled to collect a large volume of verified purchase reviews that could influence potential buyers, so they asked for Sampl's help.
Ole Henriksen had three major objectives:
- Review collection: They wanted a large amount of quality reviews on Cult Beauty and LOOKFANTASTIC, helping them to leverage consumer feedback and social proof to drive sales.
- Reaching the right audience: Ensuring that samples reached the right consumers was critical. Sending samples to a poorly targeted audience risked generating irrelevant feedback, or targeting people who wouldn't purchase or review, weakening the campaign’s impact.
- Consumer education: With peptides being a key feature of their skincare range, educating consumers on their benefits was essential. However, conveying this effectively through traditional sampling methods was a challenge.
These made it critical for Ole Henriksen to find a scalable solution and the ability to build the necessary social proof to boost conversions and brand trust.
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The Solution
Ole Henriksen turned to Sampl. With its robust partnership and expertise, Sampl managed the whole campaign end-to-end:
Precise targeting and distribution
Using a CRM solus email campaign via Glossybox (a THG brand), Sampl ensured that samples reached Millennial+ skincare enthusiasts, maximising relevance and engagement.
Simplified review process
By handling the entire sampling journey, from targeting the right consumers to collecting and uploading reviews to LOOKFANTASTIC and Cult Beauty, Sampl made the process effortless for Ole Henriksen.
Consumer education and engagement
Educational materials on peptides were integrated into both the physical samples and digital communications, boosting consumer knowledge and engagement.
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The Results
The campaign achieved remarkable results within a short timeframe:
- All samples were allocated within 24 hours.
- 682 reviews were collected, far surpassing the initial target with a 14.2% review rate.
- 97% would recommend the product.
- 90% would purchase after sampling.
- 90% of participants reported an increased understanding of peptides, well above the 70% target.
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Key Insights & Impact
Addressing retailer-specific challenges
Sampl’s capability to generate direct reviews was crucial. This partnership enabled Ole Henriksen to capture and leverage social proof to a level that they have not been able to previously.
Educational impact
The campaign not only drove trials but also significantly boosted consumer understanding of the Peptides range, enhancing brand loyalty and positioning.
Accessing new and engaged consumers
Using the partnership, Ole Henriksen was able to access the Glossybox consumer CRM, which had an active and engaged database. This resulted in 90% of trialists wanting to go and purchase afterwards.
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Conclusion
Partnering with Sampl allowed Ole Henriksen to streamline the review collection process and connect with their audience in a more meaningful way. By getting their Peptides range into the hands of the right consumers, they not only gathered valuable feedback but also were able to educate potential customers.
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