Product
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14.2%
review rate (2x target)
24 hours
all samples distibuted
95%
new to brand
200%
conversion rate increase on PDP
About
Ole Henriksen is a renowned skincare brand founded in 1983 by Danish cosmetician Ole Henriksen. The brand is celebrated for its innovative formulations that blend potent active ingredients with nourishing Scandinavian botanicals, aiming to deliver radiant and healthy skin. In 2011, Ole Henriksen joined the LVMH group, enhancing its global presence and solidifying its position in the luxury skincare market.
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The Challenge
Ole Henriksen wanted to increase visibility and conversion for their Strength Trainer Peptide Boost Moisturiser on LOOKFANTASTIC and Cult Beauty.
Relying on verified purchase reviews was too slow to build the social proof needed to influence shoppers, so Ole Henriksen asked for Sampl's help, using their exclusive partnership with THG.
The brand needed a faster way to:
- Generate a high volume of verified reviews on both retailers
- Reach shoppers most likely to purchase and review
- Educate consumers on the benefits of peptides to increase conversion
These made it critical for Ole Henriksen to find a scalable solution and the ability to build the necessary social proof to boost conversions and brand trust.
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The Solution
Partnering with Sampl, Ole Henriksen ran an end‑to‑end targeted sampling campaign built to drive reviews, education, and measurable retail impact.
Key steps:
- Precision targeting – reached Millennial+ skincare enthusiasts via Glossybox CRM (a THG brand), maximising relevance and engagement
- Streamlined review collection – Sampl handled targeting, fulfilment, and uploading reviews directly to LOOKFANTASTIC and Cult Beauty
- Integrated product education – peptide benefits featured in both the sample pack and follow‑up digital comms to improve understanding and drive purchase intent
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The Results
The campaign achieved remarkable results within a short timeframe:
- All samples were allocated within 24 hours.
- +96% – increase in new‑to‑brand customers within two weeks of reviews going live
- CVR lift of 200%+ – LOOKFANTASTIC CVR rose from 4% to over 10%, Cult Beauty from 5% to over 10%
- 12‑place ranking jump – product moved up in the skincare rankings on LOOKFANTASTIC
- 682 reviews were collected, far surpassing the initial target with a 14.2% review rate.
- 97% – would recommend
- 90% – would purchase after trial
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Key Insights & Impact
Sampl’s exclusive partnership with THG Beauty was crucial.
- Reviews increased sales – 682 authentic reviews didn’t just boost social proof, they pushed the product up 12 places in LOOKFANTASTIC’s skincare rankings, making it more discoverable at the point of purchase.
- Quality targeting improved overall results – reaching skincare‑engaged loyalty members through Glossybox CRM delivered a 96% increase in new‑to‑brand customers within two weeks, without wasting samples on the wrong audience.
- Education increased conversion – integrating peptide benefit messaging across the campaign lifted understanding from 70% to 90%, translating into a 200%+ jump in conversion rate on both LOOKFANTASTIC and Cult Beauty.
- Fast, measurable ROI – all samples were claimed in 24 hours, and the data gave the Ole Henriksen team the proof to rebook quickly and confidently.
“This shows how targeted sampling can generate high‑quality reviews, educate consumers, and deliver measurable retail impact, without waiting on organic sales.”
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Conclusion
By combining precise audience targeting, built‑in product education, and full‑funnel measurement, Ole Henriksen turned sampling into a retail growth driver (not just a trial exercise).
The campaign delivered the social proof, shopper engagement, and sales impact the brand needed in weeks, proving that the right sampling strategy can influence rankings, accelerate conversion, and create customers who come back.
For brands competing for attention on retailer platforms, this approach offers a faster, more measurable way to stand out and grow. Book a demo to see for yourself.
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