MCoBeauty | NPD
The NPD launch of MCo Beauty's latest mascara promised sky-high, lifted lashes. Cartology delivered an eye-catching omnichannel strategy centred on high-impact influencer video via our impactful Aisle Entry Screen network to drive mass awareness and trial.
NTB uplift driven by Aisle Entry Screen Network*
Customer Uplift driven by Aisle Entry Screen Network*
Sales uplift driven by Aisle Entry Screen Network*
Campaign Background and Objectives
To launch the new Ultra Curl Mascara, MCoBeauty sought to amplify their "Luxe for Less" brand positioning through a high-reach omnichannel campaign. As a brand that thrives on disruptive marketing and rapid innovation, MCoBeauty leveraged new media assets to bridge the gap between social discovery and in-store conversion.
Objectives -
Drive Innovation Awareness: Utilise high-impact creative to educate customers on the unique lifting and curling benefits of the NPD.
Omnichannel synergy: Create a seamless path-to-purchase by aligning digital social content with physical in-store touch points.
47% of customers use a snake-like pattern through the store - browsing approximately eight aisles prior to reaching Health and Beauty
The Everyday Needs aisle is not highly trafficked. Each shop: 29% Health and Beauty shoppers; 39% Pet and Household shoppers and 16% Baby shoppers.
Time in-aisle is relatively short, with Everyday Needs Aisles having an 88 second median dwell time.
.jpg)
Solutions and Results
We implemented an omnichannel strategy centred on high-impact influencer video to drive mass awareness and trial.
Creative was deployed across YouTube to capture pre-shop discovery and mirrored in-store via Aisle Entry Screens, providing a consistent and recognisable nudge at the critical point of purchase. This integrated approach ensured the new Ultra Curl Mascara was unmissable both online and at the shelf.
The results were outstanding:
+34.8% NTB uplift driven by Aisle Entry Screen Network*.
+19.5% Sales uplift driven by Aisle Entry Screen Network*.
+19.7% Customer uplift driven by Aisle Entry Screen Network*.
*Isolated uplift calculated by comparing test v control stores across campaign period.
MCoBeauty’s willingness to trial new assets like Aisle Entry Screens proved that high-motion influencer content transitions effectively from social feeds to the retail environment. By pairing digital reach with in-store visual triggers, the campaign successfully converted social hype into physical sales, proving that influencer-led creative is a powerful tool for driving immediate trial of new beauty innovations.
