In a highly competitive Benelux e-commerce landscape where retailer calendar moments are traditionally controlled by platform-led initiatives, L'Oréal needed to claim ownership of a brand-led e-commerce shopping event that could drive both incremental growth and long-term positioning. The challenge was twofold: produce commercially viable performance while building a scalable blueprint for future e-commerce shopping events across the region.
As campaign lead for 'The Best of #Beautytok,' I ran an 11-person cross-functional taskforce with media, content, brand, data, and sales stakeholders, in order to execute L'Oréal's highest-investment-ever e-commerce shopping event with leading Benelux retailer Bol. I built an end-to-end integrated campaign across multiple touchpoints:
- Full-Funnel Media Strategy: Built and ran a performance-driven plan combining upper-funnel brand awareness with conversion-optimised retail media to maximise reach, traffic, and conversion
- On-Site & In-App Activation: Created immersive retailer integrations across Bol's digital ecosystem to drive discoverability and increase basket size
- Cross-Functional Alignment: Got buy-in across internal stakeholders and external retail partners through commercial modelling and strategic narrative development
The campaign ended up delivering exceptional commercial performance: +21% sell-out growth versus prior year, with one event week achieving the second-highest single-week sell-out on record for L'Oréal at Bol. Beyond immediate ROI, the initiative made L'Oréal a leader in brand-led e-commerce shopping events within the Benelux region, letting the business scale this model across additional retailers while building sustainable competitive advantage in the digital shelf.