How Feelunique boosts loyalty and revenue, +13,000 UGC in 6 months
About Feelunique
Feelunique is a fast-growing online cosmetics retailer and major player in the British e-commerce beauty market. The site boasts 4 million monthly visitors, 1.3 million active customers, ships to 120 countries and has recently been acquired by Sephora.
Why is Feelunique investing in community?
- Improve customer loyalty and engagement
- Drive conversion through community-generated content and continuous insights
- New revenue from brand partners in exchange for access to the community
I’m very excited about what we have achieved with the Feelunique community. Our goal is to build a community of like-minded brand ambassadors to create and share authentic content.
In just 9 months, we have gathered more inspirational content than we could imagine and now it’s time to amplify it and use that community-generated content to boost conversion.
Our community is a retention tool in itself: beyond shopping, customers now return to the Feelunique site for inspiration. We’re creating a unique and gamified experience that builds loyalty.
Carla Martini, Head of online experience at Feelunique
The Feelunique Community in 5 steps
The Feelunique community is a dedicated community space on the retailer’s e-shop, powered by TokyWoky.
Design and launch took about 2 months.
Customers are invited to share make up looks and UGC.
The community generated 13,000+ UGCs in 6 months vs. 300/year for Feelunique with other UGC tools.
Community members can easily share their routines and favorite products.
The best beauty and skincare routines will be shared on product pages to
increase product discovery and conversion.
Community members can test and review new products.
In 6 months, over 2000 products have been reviewed by the community.
Feelunique hosts masterclasses
with Huda Beauty, Nars, KVD...
It's both an exclusive experience for customers
and
a new revenue stream
for Feelunique by giving brand partners access to the community.
With community events, generate revenue from brand partners
'' Partner brands are amazed at the amount of content created through community give-aways and events.
These events and brand masterclasses are also one way our brand partners can replicate the in-store experience. Our attendees are super engaged with a 100% view to end rate and we’re looking to scale our community event program fast. ''
Carla Martini, Head of online experience at Feelunique
Brand Community Results
COMMUNITY MEMBERS
16,000+ members with a total reach of 3 million followers
UGC
13,000+ UGC in 6 months vs 300/year with other UGC tools
TEST & REVIEWS
2,000+ reviews via gamification and product tests
EVENTS
3,000 participants to 27 events
Why did Feelunique choose TokyWoky?
One of the main reasons we decided to work with TokyWoky is because their community platform has a multitude of different tools and activation mechanics to encourage customers to create content for us.
TokyWoky really helped us with the journey of launching our community and guided us on the best way to build and engage our customers. We were able to create onsite functionality that would have taken us years to achieve.
We are finally reaching our goal of integrating inspiring content onto our ecommerce platform.
Carla Martini, Head of online experience at Feelunique
Ready to launch your brand community?
More community resources
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