News & Updates

Marketing for beauty: Three brands making an impact on Zalando

Learn from Estée Lauder Companies, 3INA and Dermalogics about what works when it comes to beauty marketing, from branding and influencer marketing to data-driven performance.

Zalando’s Beauty Category launched in 2018 and has been growing steadily ever since, with partnerships with L’Oréal, Esté Lauder and Sephora and many others ensuring that customers have an extensive assortment of products to choose from and content to inspire them. We’ve launched hundreds of incredibly successful beauty marketing campaigns and are excited to share three very different success stories with you, to show you what you can do with marketing in the beauty category from influencer campaigns and branding to data-driven performance.

Estée Lauder Companies

Want to know how the Estée Lauder Companies (ELC) gained +130% new customers with their holiday campaign? Together with ZMS, Estée Lauder built an emotional concept showcasing touching moments of connection between characters from all walks of life.  The aim was to raise awareness, engage consumers, recruit new and younger consumers to Beauty and ELC, and drive visibility and sell-through during key shopping moments such as Cyber Week and the Holiday season. 

 

Want to know how they did it? Read all about it here, or hear it directly from the brand in this podcast episode.

Listen to the podcast

3INA

3INA (pronounced mee-nah) is a relatively small beauty brand founded in 2016. 3INA believes in enabling and empowering everyone to activate and build its brand by allowing customer sentiment and demand to inform its branding strategy. 

 

True to this spirit, they ran a very successful campaign with ZMS called “Generation Skin” in which their main objective was high performance. The brand sought to engage with Zalando customers through assets that resonated and drove Zalando consumers to its catalog page. The creative assets celebrate the brand ethos that beauty and skincare are for everyone, across genders and skin tones. Together with ZMS, 3INA successfully steered a performance campaign, updating assets based on real-time data which showed what resonated most with customers. In the end, 40% of 3INA’s overall sales were attributed to this campaign!

Read all about it here, or hear it directly from the brand in this podcast episode.

Listen to the podcast

Dermalogica

Dermalogica achieved a 95% posting rate by scaling influencer marketing via Collabary! Dermalogica’s campaign was a seeding campaign, which is a partnership that is unpaid. Instead of monetary compensation for a campaign, the influencer will be gifted the product that should be promoted. Out of the 140 influencers Dermalogica reached out to, 95% posted on their social media. Achieving a high posting rate is not always so easy, check the tips in the story below to see how Dermalogica pulled it off. This is also a great example of what you can achieve with self-service and zero budget! 

 

Read all about it here, or hear it directly from the brand in this podcast episode.

Listen to the podcast

We hope we’ve inspired you and given you a taste of what’s possible with Zalando Marketing Services, with a variety of budgets and goals! Want to know more? Reach out to us here!

News & Updates

Recap: ZMS Partner Awards 2023

Read More >

Impressions from the ZMS Partner Awards 2022

Read More >
View More