Latest in Beauty
Mumsnet tapped into its trusted community of beauty lovers at exactly the right moment - driving record-breaking engagement and selling out the Rejuvenation Edit in days.
“We’re delighted with the results from our collaboration with Mumsnet. The campaign tapped into a truly engaged and beauty-savvy audience and the speed at which the box sold out speaks volumes.” - Latest in Beauty (2025)
Brief in brief
Mumsnet partnered with Latest in Beauty to promote their Rejuvenation Beauty Edit – a curated box of our community’s beauty favourites.
Opportunity
Beauty boxes and advent calendars are a consistently popular topic on Mumsnet, with users forming niche sub-communities that share and recommend trusted products. With peer influence playing a major role in purchase decisions, Mumsnet was an ideal space for Latest in Beauty to reach passionate, beauty-focused consumers.
Partnership overview
A hero editorial piece introduced the Rejuvenation Edit with in-depth product descriptions and a direct CTA. Feed ads and email sponsorship helped reach relevant users. Social amplification supported awareness, while all elements were optimised for performance. Due to the box selling out, several campaign elements had to be cut short – a testament to the campaign's effectiveness.
Results
Editorial content: Introducing the Mumsnet Rejuvenation Beauty Edit
The contents of the box were co-curated by Mumsnet and Latest in Beauty, using Mumsnet’s community insights to create a bespoke “Rejuvenation” Edit. Each product was carefully selected based on items that our users genuinely recommend and rave about organically on Mumsnet, ensuring the box reflected real, trusted favourites from the Mumsnet community.
Editorial content: ‘We’re in the beauty business! Introducing the Mumsnet Rejuvenation Beauty Edit’
3,026 pageviews, 1 min 30 secs dwell time (+150% on benchmark), 8.26% CTR (+275% vs. KPI)
Feed ads: Contextually targeted specific audiences based on their interests and behaviour (style & beauty)
317,384 impressions, 0.26% CTR (+131% vs. 0.2% benchmark) – ended early due to sell-out of box
Daily newsletter sponsorship: 5-day campaign to 126k subscribers
4,217 total clicks, 2.11% average CTR (+1053% vs. 0.2% benchmark)
2.82% engagement rate (+141% on benchmark), 2,488 views
