Brandnation reveals how to grow a beauty brand in the UK with an integrated approach.
The £13.5 billion UK beauty industry is rich with opportunity, but it’s competitive. Even with incredible products, it takes a clever, strategic approach to stand out.
Beauty entrepreneurs Niamh Ryan and Charlene Flanagan approached us with a skincare brand that was already big news in their native Ireland.
With backgrounds in skin therapy and makeup artistry, the pair created Ella & Jo in 2017 to bring solution-focused, multi-functional skincare to busy women.
Niamh and Charlene were ready to make just as big of an impact in Europe, starting with the UK, but they needed an agency partner to help create and deliver the right strategy.
What is integrated marketing, and why does it matter?
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
Integrated marketing is a strategic approach that takes a brand message and distributes it across multiple marketing channels.
Today’s beauty consumer doesn’t just rely on one channel. They might hear about a brand from an influencer, see an ad on their social feed or spot a product in store. It’s the combination of these moments that turns interest into action.
“Different audiences connect with different touchpoints,” says Harriet Poole, Influencer Account Director at Brandnation. “But an omnichannel approach isn’t just about being everywhere – it’s about being consistent while tailoring messaging to each platform.”
“The more a consumer encounters a brand in a relevant way, the clearer the picture becomes. It’s that repeat exposure, delivered cohesively across channels, that builds trust and ultimately drives action.”
How did we drive results for Ella & Jo using an integrated marketing strategy?
Ella & Jo launched into the UK market in early 2023 with three primary goals: establish brand awareness, drive credibility and trust, and convert engagement into sales.
Brandnation’s integrated strategy capitalised on their founders’ industry expertise and results-driven products. We distributed key messaging through PR, influencer marketing, performance marketing, events and retail.
Here’s how we made it happen.
1. PR and influencer marketing
Collaborations with high-profile figures build credibility and widespread appeal, so we looked to daytime TV for Ella & Jo’s next campaign ambassador. When This Morning’s Cat Deeley got on board, so did the nation.
A steady beat of PR coverage kept Ella & Jo in the beauty pages, with founders Charlene and Niamh sharing their expertise to cement the brand’s authority.
At the same time, influencer activations and creative gifting campaigns extended reach and built trust.
Results: The activity generated a reach of 1.81 billion across 279 pieces of coverage.
2. Paid social media marketing
We took high-performing user-generated content (UGC) and amplified it using targeted paid media campaigns on Facebook and Instagram.
Tactical campaigns focusing on product launches and limited time offers ran alongside.
Through continuous testing, learning, and optimising, we ensured every penny of ad spend worked harder and reached the right consumers at the right time.
Results: The activity resulted in a 2.5x return-on-ad-spend, over 14 million impressions and more than 15,000 adds to cart.
3. Retail and experiential
A major retail launch secures more than just shelf space. Brands access greater visibility, credibility, and demand.
Ella & Jo’s entry into Debenhams was a pivotal moment, and we ensured it made an impact, driving awareness and sales while reinforcing the brand’s authority in the beauty space.
Meanwhile, a pop-up shop on Oxford Street turned footfall into fans by getting products into hands. And beyond traditional retail, live events played a key role in building connections.
How did an integrated marketing strategy benefit the brand?
“The integrated strategy has been instrumental in building mass consumer appeal,” says Eva, Brandnation’s Deputy Managing Director.
“It’s delivered consistent messaging for the brand and elevated Ella & Jo’s skincare proposition, making a real impact in the UK market for launch and beyond.”
Ella & Jo’s success proves that in the UK beauty industry today, an integrated, omnichannel marketing strategy built on creative storytelling drives results.
Interested to know how Brandnation could help you achieve results? Explore more of our work or get in touch.
