Beauty Mystery Gift
Promotion
This lightweight Beauty gift-with-purchase promotion needed to feel elevated despite a small scope and no paid media. I created a flexible visual system that could roll out organically across in-store signage, website placements, email, and social. The aim was to make a simple offer look premium, clear, and enticing without requiring a large suite of ad formats.
Because many premium beauty brands have specific guidelines around how their products appear in promotional or “free gift” contexts, we needed an approach that protected brand equity while still creating desire. I developed a “Mystery Gift” concept, packaging all samples in unbranded pillow boxes so the offer could be communicated without naming or showing any individual brands. The layered pillow-box imagery became the core visual; textural, premium, and easily scalable across all placements.
To build interest across social channels, I created carousels featuring photography of full-sized beauty products that would help customers reach the spend threshold. Highlighting key brand favourites allowed the campaign to amplify the Beauty category and tap into customer loyalty, all while keeping the contents of the mystery gift protected.
Email marketing carried the same approach, pairing the hero pillow-box imagery with curated product picks designed to move customers toward qualification. A full version of the email can be viewed separately.
Following the dedicated email, the Mystery Beauty Gift promotion was reinforced through a lightweight banner placed within editorial emails. This kept the offer front-of-mind throughout the promotional window without needing additional full-email creative.
CREDITSBeauty Mystery Gift for Smith & Caughey’s, 2025.
Design Tash Coyle.
Photography Tash Coyle.
Product Images Brand Supplied.