Premium Natural Beauty
Propelling the Jurlique Brand into a New International Market
Over 500
Reviews on the E-shop
Distributor Sites
Over 600
Social Media Posts
Instagram TikTok
Over 5000
Surveys for
Quantitative Studies
+ 221 000
Interactions
on Social Networks
Jurlique: A Unique Positioning
in the Market and Strong Values
Based on Biodynamics
For over 35 years, the Australian beauty brand Jurlique has been dedicated to developing innovative cosmetic products, based on the principles of organic and biodynamic agriculture.
It’s on their farm in Australia that the founders have utilized years of research to offer the purest possible holistic care, environmentally friendly and with powerful effectiveness. Products formulated from plant extracts grown in rich and intact soils.
It is the only beauty brand with its own certified Biodynamic farm. In addition to the American and Australian markets, Jurlique products are distributed to consumers in the United Kingdom on their online site and on distributor sites Amazon and FeelUnique.
Their main target? Women, between 45 and 65 years old, ready to invest in high-end beauty for the benefit of more respectful beauty (for their health and the environment).
For 2 years, Jurlique has focused its positioning on a market in the early stages of its development and very promising: the holistic, natural beauty care that works from within.
Major Challenges: Developing Their Awareness
in the UK, Increasing Online Sales, Collecting
More Data and Reaching a Younger Target Audience
In an increasingly competitive market, standing out to consumers while ensuring profitable growth requires acting on several levers.
To make an impression on consumers in the English market, the Jurlique brand has chosen to prioritize communication channels for its conquest target (women aged 30 to 45, convinced of the benefits of a holistic approach to beauty and the use of natural ingredients).
In concrete terms: Instagram and TikTok! But this part is just one facet of the solid action plan put in place since early 2023…
A Solid and
Multi-dimensional Action Plan with Trustt
- The implementation of anEmbodied Ambassador Program highlighting the brand’s values and emphasizing its desire to engage their community sustainably and transparently.
- The recruitment of consumers and “influencers” with an audience aligned with the conquest targets for … personalized marketing campaigns and the “intelligent panel selection tool” (identification of the best profiles in terms of their presence on social networks, engagement rates, level of expertise…).
- The design of tailored and comprehensive application questionnaires to obtain reliable consumer insights rich in tangible figures.
- The creation and distribution of campaigns containing detailed instructions and creative inspirational briefs to guide consumers in submitting comprehensive reviews, and influencers in creating engaging content.
- Sending usage tests at the end of trial periods to obtain proven efficacy data for reassurance purposes.
Results after 9 months of collaboration:
Proprietary and engaged community and
brand awareness, consumer insights, UGC, reviews…
An engaged community thanks to an
Embodied Ambassador Program
The brand’s Ambassador Program is highlighted on the brand’s website, as well as in targeted newsletters and in featured stories “Ambassadors” on the Instagram account in the UK.
Why does it work?
The Jurlique Ambassador Program was designed with very strong storytelling and captivating narrative.
The challenge? To clearly present how the Ambassador Program works and its benefits (for all consumers and the brand), and to evoke positive emotions among the women targeted by the brand.
- A strong message: help Jurlique create increasingly effective products and bring the brand’s story to life.
- A clear call: provide comprehensive feedback to Jurlique teams to validate product effectiveness and improve future formulations.
- Inspiring thematic campaigns : Jurlique relies on seasonal events or targeted issues to engage a maximum number of qualified ambassadors and influencers. Some examples : an aromatherapy ritual set, the famous Advent calendar, the UV Defence SPF50 day lotion, and more.
Thanks to these various channels, the brand has totaled in less than “one year more than”3500 new qualified opt-ins from Ambassador Program applications, resulting in increased sales and new customers gained.
Comprehensive consumer insights, all
year round
In just 9 months of using the software, Jurlique was able to collect more than 5000 complete responses to application forms.
These comprehensive questionnaires, submitted during campaign applications, allow the brand to obtain valuable quantitative data and refine its marketing claims, while adjusting formulations or packaging in light of mentioned expectations.
Whether it’s to understand their consumption habits, average budget, brands or products they consider as references in the sector: the number and detail of questions asked are in the hands of Jurlique teams. Questions that evolve and can be modified according to the brand’s challenges and featured products.
Review campaigns to enrich product pages
on the e-shop and other retailers
More than 20 ambassador product campaigns have been launched with nearly 600 engaged consumers of which half are influencers with an audience affinity to conquest targets.
These targeted campaigns are an opportunity to have best-sellers, complete routines or new products tested by selected ambassadors and influencers, and thus benefit from comprehensive reviews, with before/after photos if relevant.
Result: the brand has collected more than 500 reviews detailed to enrich Jurlique’s product pages and share top reviews in newsletters or on the brand’s Instagram account.
As a reminder: 50 reviews on a product page can generate up to 30% more orders.
The reason is simple: consumers need more than ever elements that provide reassurance and help them project themselves into the experience with the brand.
Influence campaigns to benefit from the
visibility of selected influencers
The campaigns launched within the Jurlique community have generated more than 500 creative and engaging social media posts, mainly on Instagram and TikTok.
These UGC, freely reusable by the brand, are automatically uploaded to the Trustt dashboard thanks to campaign-specific hashtags.
Following the tests and publications, Jurlique benefits from a comprehensive performance report of social media posts, including average engagement rates, total number of interactions, and number of impressions.
The advantage of these UGC?
- Allowing thousands of potential customers with an affinity for natural beauty to discover or better understand the Jurlique brand.
- Strengthen the credibility and awareness of products highlighted by influencers, and benefit from the virality of content among new audience segments!
- Benefit from dynamic, engaging, and creative visual content that can be freely reused across the brand’s communication channels (newsletters, social media, the brand’s website, etc.).
Regulatory-compliant usage tests to prove the
effectiveness of
products
More than 10 regulatory-compliant usage tests were submitted to Jurlique ambassadors following product testing to assess, on a large scale, the effectiveness of the products.
The results obtained, available on the Trustt dashboard, allow for the enrichment of sales materials, product sheets, and packaging with proven efficacy data.
Whether it’s observed skin hydration or reduction of imperfections or fine lines, here again, the brand is free to ask ambassadors to what extent the product fulfills its promises.
Trustt: The All-in-One Solution Serving
Companies Seeking Growth Through Community
As you may have guessed, the success of a brand expansion in a market, in France or internationally, requires an omnichannel approach: community engagement is the path, and the possible actions are numerous.
Our team of Trustt experts has been supporting brands for many years to amplify their business and gain market share in the long term.
It’s time to scale up, and profitable growth will come through a sincere alliance between consumers and brands.
Benefit from our expertise to ensure your international expansion
