Nutrimetics is an Australian and New Zealand beauty brand specializing in the sale of natural, cruelty-free skincare and body care products. Nutrimetics created and distributed a catalogue through a successful direct mail campaign designed to target their wide network of consultants and the consultants home shoppers during the Christmas season.

Method

• Nutrimetics catered their content to a variety of incomes; providing a range of both low and high-budget gift inspiration in the catalogue. Nutrimetics considered their customer shopping styles when customising the brochure pages, and ordered their content accordingly. Value driver ‘stocking filler’ offers were placed in the front section, followed by a centre pull-out section with the best value offers and a free gift with purchase incentive to increase sales of their higher-priced skincare sets. COVID restrictions limited model photography, necessitating Nutrimetics to improve their creative execution styling- pairing pastel pink decorations with hand crafted paper cut-outs for a soft and subtle aesthetic.

The results

• The brochure campaign exceeded the company’s initial targets, achieving a 5% increase in retail sales from the year prior and delivering 3x the sales of regular monthly brochures. Nutrimetics also received positive feedback from its consultants directly and from customers via social media.

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