Glossybox: influencer marketing in the media mix

Glossybox, a monthly beauty subscription box, wanted to reach its target audience across three different markets. The case rested on a behaviour the brand already relied on: its UK managing director attributed 80% of customer acquisition to word of mouth, and in beauty the sponsored video had displaced the print ad as the category's dominant format. For a discovery-led product like a monthly surprise box, recommendations from relevant local voices matched how customers were already finding the brand.

Rather than run a one-off campaign, Cure Media set out to make influencer marketing a standing part of Glossybox's media mix. The agency reports identifying and activating relevant influencers in each of the three markets under a single creative campaign strategy, letting one program run across all three without uniform casting. The markets themselves, the platforms and the campaign dates are not named in the recovered source.

The approach worked, on the agency's account, because it extended an acquisition behaviour Glossybox already depended on rather than introducing a new one, and because per-market identification kept the casting locally relevant. Cure Media reports a 7% lift in engagement rate and states that influencer marketing became an integral part of the media mix, but its fuller results sit in a gated PDF that was not recovered. Every campaign-specific claim traces to Cure Media's own case page, recovered from a web archive snapshot, so the outcome is self-reported and cannot be independently sized.