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.