Product
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88%
loved the product (US)
76%
purchase intent (US)
£0.50
cost per opt-in
15K
people sampled
About
The INKEY List launched in 2018 with a clear goal—to make skincare simple and accessible for everyone. Built on transparency and education, the brand helps people understand what their skin needs and why. With ingredient-led formulas, straightforward packaging, and a strong community focus, INKEY has become a go-to for high-performance skincare without the confusion.
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The Challenge
A chance to grow their audience with NPD
The INKEY List came to us ahead of launching their new Ectoin Hydro-Barrier Serum—a product designed to support the skin barrier and offer lasting hydration. It’s a step on from traditional hyaluronic acid serums, with a focus on strengthening the skin over time.
They wanted to introduce it to skincare users in the UK and US, with a focus on women aged 18–25, and drive purchase through Boots and Sephora.
The team also wanted to reconnect with lapsed customers, build direct relationships with new ones, and collect first-party data to inform future campaigns. They were aiming to drive measurable sales while delivering a product experience people would remember.
The goals were clear:
- Add high-quality contacts to their CRM, enriched with useful customer insights
- Guide consumers through a timely and engaging product journey
- Encourage purchase through Boots and Sephora by highlighting clear product benefits
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Solution
Sampling with purpose, from first click to final sale
To meet these goals, the brand worked with Sampl to design a sampling experience that felt personal and relevant. Meta ads were used to reach skincare users aged 18–25, with SamplMatch validation ensuring that existing customers were excluded. This allowed for accurate CRM segmentation between new, lapsed, and repeat users.
Once someone signed up, the experience was carefully timed:
- Emails kept the product blurred at first to create curiosity, revealing it later through an animated GIF
- A follow-up series included product education and targeted sales messages linked to Boots or Sephora
Data collected through this journey helped the brand understand purchase history and skin concerns, shaping future campaigns and segmentation
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Results
Strong engagement and real buying intent
The response was clear. Across the UK and US, the campaign delivered 15,000 samples, generating over 794,000 interactions and strong email engagement.
- In the UK, 29% of recipients opted in to marketing emails. In the US, it was 42%.
- More than 55% of UK contacts and 78% in the US were identified as new or lapsed customers
- On average, US recipients engaged with over 10 brand emails each, while UK recipients averaged 5 engagements per person
The product also struck the right note:
- 80% of UK and 88% of US participants liked the product
- 73% (UK) and 76% (US) said they intended to buy
- 97% (UK) and 94% (US) said they’d be willing to invest in it
- Most customers preferred Boots and Sephora as their go-to places to buy, helping to build retailer sell-in stories
A cost-effective way to grow the brand
The campaign achieved strong results at a low cost:
- £0.54 per marketing opt-in in the UK, £0.50 in the US
- Cost per approved sample: £0.19 (UK), £0.52 (US)
The data also added long-term value. By identifying whether a customer was new, lapsed, or re-engaged, The INKEY List could tailor future marketing efforts with more precision, something that adds value beyond the initial campaign.
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Looking ahead
A well thought-out approach brings stronger engagement
This campaign showed that clear planning and personalised experiences lead to better outcomes. By focusing on a customer journey, rather than just a one-off sample, the brand created real engagement, gathered useful data, and saw strong intent to purchase.
The product reveal strategy in the emails added an extra layer of interest, while the focus on affordability and fast results helped turn first-time trial into buying intent. The preference for Boots and Sephora also gave the brand a clear path for retail planning.
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Looking to launch your next product with impact?
Sampl helps brands like The INKEY List turn trial into measurable demand, driving purchase intent, growing CRM, and supporting retail sell-in.
Get in touch to see how we can do the same for you.
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