Trinny London’s first UK mailing boosts luxury skincare sales

+50% increase in sales vs target
+26% increase in AOV
Trinny image

Background

Since launching in 2017, Trinny London has grown into a global beauty and skincare brand with a clear purpose: to help people feel great about themselves. Founded by Trinny Woodall, the brand set out to simplify the world of beauty – empowering women to build a simple routine using rigorously tested, effective products.

Initially, growth was driven through organic word of mouth, fuelled by Trinny herself and her loyal community of followers – the Trinny Tribe. As the brand gained momentum this was supported by a wider marketing mix that included paid social, content on Trinny London’s social channels, paid search and a powerful email strategy.

While email was working to engage and retain customers, the retention team at Trinny London was always seeking new, impactful ways to communicate with their UK customers.

Digital remains a hugely competitive space. We are still digital-first, but we are open to understanding the impact of new supporting channels. Ultimately, it's about capturing customer attention, and if there are moments outside of digital that feel right, our strategy is to test them and integrate them into our marketing mix.

Kimara Nurse
Head of Retention, Trinny London

Solution 

In 2025, Trinny London worked with their print partner Cousin to test mail in the UK for the first time. It provided a unique opportunity to convey the brand's luxury through a tactile, personal approach, reaching customers at home where they use the product most.

Print is ideal for conveying luxury, and mail delivers a fantastic experience directly to our customers' homes. Unlike the often short-form digital and email channels, mail allows for longer, more engaging messaging. Our brand and products have a story, and this channel gives us the space to tell it, building a deeper, emotional connection and showcasing why customers will love them.

Helen Mercer
Head of Design, Trinny London

The objective was clear: to drive sales on their high-end skincare range by engaging three key audiences:

  • Upselling to active skincare customers

  • Cross-selling to makeup customers

  • Re-activating lapsed skincare customers

Using their proprietary Match2Me data and previous purchasing behaviour, targeting was refined to include customers most likely to buy these higher-value products while excluding customers who were buying 1 to 2 products and still building up their routine.

A beautifully crafted A5 roll-fold format landed on the doormat of 90,000 customers. It encouraged discovery and intrigue at every turn – each panel was meticulously designed to build the story and to give the reader a reason to keep unfolding. Printed on luxurious thick card, the mailing felt premium and true to the Trinny London brand.

The challenge for the retention team was to tell an engaging story of the product while not overwhelming the reader. The mailing was carefully crafted to deliver the key messages, while secondary information was delivered through a supporting series of emails sent over four weeks, reinforcing key points and deepening the narrative.

As well as promoting the efficacy of the skincare range and how it could fit into the customer’s routine, Trinny London included before and after shots in the mailing to visually demonstrate results alongside testimonials as social proof.

Testimonials played a key role in our mailing. For any skincare brand, customers want proof of efficacy. We demonstrate this in several ways: through our 5-star ratings, direct feedback from users, and visually with our before-and-afters. We incorporated all these elements into the design, offering a clear representation of the brand's impact, reinforced by genuine social proof from our community.

Kimara Nurse
Head of Retention, Trinny London

To support the primary sales objective, the mailing included an appealing offer: a complimentary moisturiser with the purchase of two full-sized skincare products. This worked both as a tactical incentive and encouraged customers to broaden their skincare routine.

Finally, working with their Marketreach Letter Specialist, Trinny London accessed Royal Mail’s First Time User incentive which gives 20% postage credits on up to 1 million items posted over a 12-month period. The incentive not only helped make the decision to mail even easier, but the postage credits have already been factored into the next mailing.

Results

Trinny London’s first foray into mail proved to be huge success

  • The mailing smashed Trinny London’s sales target by 50%

  • 57% of respondents purchased a product they had never shopped before

  • The promotion targeted customer to explore further into the Trinny London range and drive an increase in AOV of +26%

The next campaign is already underway. It takes the idea of routine even further, offering tips and product combinations to help customers build their ritual.

Source: Kimara Nurse, Head of Retention, Trinny London