Escentric Molecules achieved 85% new customer acquisition and above-average review rates by running targeted in-home fragrance trials with GLAMOUR Beauty Club.
Beauty brands now have the opportunity to engage one of the UK’s most beauty-savvy audiences – and monitor the outcomes – thanks to a new collaboration between precision trial platform Sampl and GLAMOUR Beauty Club.
GLAMOUR Beauty Club is a community of highly engaged beauty fans who have opted in to receive curated recommendations, beauty updates, and the chance to discover new products. Through its new partnership with Sampl, brands can now deliver tailored in-home sampling experiences directly to this audience, enhanced by GLAMOUR’s editorial authority and premium media channels, while also tracking full-funnel results.
By pairing Condé Nast’s SPIRE audience insights with Sampl’s fulfilment and analytics capabilities, brands can refine targeting using detailed consumer profiles across the wider Condé Nast portfolio. This ensures products are placed directly into the hands of the most relevant consumers, supported by branded content to shape the experience.
Traditional sampling methods have often been criticised for ineffective targeting and lack of measurable outcomes, with samples distributed randomly or bundled with purchases without context. This initiative offers a more strategic approach, giving brands control over who trials their products, how the experience is framed, and what actions follow.
Through this programme, brands are able to:
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Reach a closed group of beauty enthusiasts with detailed profiles and demonstrated purchase intent
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Provide samples outside of purchase journeys, backed by brand-led messaging and education
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Access exclusive, preferential GLAMOUR media packages for sampling campaigns
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Collect verified reviews directly on GLAMOUR, DTC channels, or retailer sites via Sampl
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Measure impact across reviews, opt-ins, conversions, and repeat purchases
Early adopters are already seeing strong results. Luxury fragrance label Escentric Molecules found that 85% of participants were new to the brand, with review rates nearly twice the industry average. These outcomes confirmed product appeal and created a measurable lift across retail and e-commerce channels.
“This collaboration gives beauty brands access to something they’ve never had before – precision sampling with one of the UK’s most influential beauty audiences,” said Caroline Hooley, Commercial Lead, GLAMOUR, “Our audience isn’t just interested in beauty – they live and breathe it. By combining our reach and influence with Sampl’s technology, brands can execute trial and see measurable results.”
“Brands want to know their samples are in the right hands and making a difference,” said Jenny Moir, Strategic Partnership Director at Sampl. “With GLAMOUR Beauty Club, we’re connecting brands to a premium, engaged audience and giving them the tools to track real business impact from their campaigns.”
