THG Beauty Media (The Hut Group) will unveil a first-of-its-kind beauty sampling campaign in partnership with Sampl, rolling out across LOOKFANTASTIC, Cult Beauty and Dermstore – transforming sampling into a full- funnel growth engine.
The results speak for themselves, with big-name brands like Ole Henriksen and Christophe Robin already seeing huge commercial uplift, including a 96% rise in new-to-brand customers and conversion rates more than tripling through the initiative.
Sampling has long been part of the beauty marketing playbook, but it hasn’t been working for brands for a while. This new collaboration flips the script. Using first-party data and verified retailer insights, THG and Sampl are turning sampling into a precision-led, growth channel.
Using data, targeting, and measurement brands can now:
• Build pinpoint audiences from loyalty members across THG stores
• Deliver samples independently of purchase, supported by brand-led messaging and educational content
• Track the impact from trial to review, opt-in and long-term conversion
• Maximise exposure across LOOKFANTASTIC, Cult Beauty and Dermstore with full control over who receives the product and how they engage
What this unlocks
1) Target the right shoppers
Build campaigns using customer data from LOOKFANTASTIC, Cult Beauty or Dermstore. Reach groups like lapsed buyers, premium shoppers or those interested in a specific category.
2) Deliver at-home trial
Put your product in the hands of the customer, with full control over who receives it and how it’s introduced.
3)Â Collect trusted reviews
Guide each recipient to leave a verified review on your product page, helping future shoppers make confident decisions.
4)Â Track what happens next
From opt-ins to sales and repeat purchase, every action is measured. You can see exactly how each trial performs.
Why this matters for brands
Sampling already plays a key role in how beauty brands grow. It creates a direct experience with the product and helps convert interest into loyalty.
This programme gives brand teams more tools to make those trials work harder.
You can:
- Target the customers that matter most, using real retailer data
- Deliver samples directly to their homes, without needing a purchase
- Include education and messaging to guide the experience
- Collect verified reviews on the retailer’s site
- Track the impact across opt-ins, sales and repeat purchases
