What are connected moments, and why do they matter?
In today’s beauty landscape, seamless experiences across every channel are no longer a luxury – they’re the baseline. What sets the best brands apart is their ability to create connected moments: interactions that feel personal, authentic and emotionally resonant.
These moments are built on:
- Consistency across physical and digital channels
- Authentic storytelling and brand behaviour
- Adaptability to meet evolving consumer expectations
- Emotional insight that deepens engagement
At Linney, we help beauty brands craft these moments by blending insight, creativity and execution, allowing us to turn every campaign into a story that connects.
Maybelline Sky High: from mascara to meaningful engagement
Maybelline’s Sky High mascara launch aimed to engage Gen Z across their preferred social channels such as TikTok and Instagram, in addition to the in-store experience. Our omnichannel campaign delivered a unified “Out of this World” immersive effect, from rocket-themed FSDUs in Boots and Superdrug to influencer seeding boxes designed as miniature rockets.
The results speak for themselves:
- 3.1% uplift in sales during the campaign
- 40.7 million video views and 1.83 million interactions on social
- Consistent branding and storytelling across all assets
We designed the campaign as a suite of assets that could be seen and tested alongside each other, ensuring standout and interactivity across every touchpoint.
This campaign shows how channel-agnostic creativity can drive performance and build brand love.
NYX Face Glue: disruptive design meets social buzz
Our client NYX wanted to disrupt with bold design and concept. We created an oversized glue-themed influencer box and a matching FSDU that played into the product’s playful identity, echoing the look of old-school PVA glue.
The campaign delivered:
- Estimated 296 million impressions
- 67.4 million video views
- 23% year-on-year growth during the campaign period
By aligning creative execution across retail and social, we turned a product launch into a scroll-stopping moment that resonated with audiences, both online and in-store.
The success shows the power of omnichannel and how social media can perfectly complement in-store activations.
Why omnichannel marketing is essential in the world of beauty
Omnichannel marketing isn’t just about being present across platforms. It’s about showing up consistently, telling a compelling story, and creating emotional connections – wherever your audience is. Whether it’s a mascara launch or a primer campaign, every interaction is a chance to connect.
At Linney, we help beauty brands:
- Build authentic stories that resonate
- Create experiences that adapt to consumer behaviour
- Deliver impact across every channel – from POS to TikTok
Let’s create your next connected moment
Want to explore how Linney can help your brand unlock its next big idea?
Let’s talk.