LOOKFANTASTIC: LF Beauty Plus+ – Loyalty Programme Launch & Growth

Brand: LOOKFANTASTIC (THG Beauty)
Focus: End-to-end loyalty strategy, launch, optimisation & cross-channel integration

As part of the global CRM team at LOOKFANTASTIC, I played a pivotal role in launching and scaling LF Beauty Plus+, the brand’s loyalty programme designed to increase retention, customer lifetime value and long-term brand affinity.

This was a full start-to-finish CRM project - from strategic planning and customer journey mapping, through to workflow builds, cross-channel collaboration and ongoing BAU optimisation. My focus was not just launch performance, but maintaining long-term momentum through intelligent automations, campaign alignment and data-led refinement.

THE CHALLENGE
LOOKFANTASTIC had strong acquisition performance, but the opportunity lay in:

• Increasing customer retention
• Improving repeat purchase rate
• Driving higher AOV
• Encouraging emotional brand loyalty beyond discount-led behaviour
• Creating a scalable global loyalty framework

The programme needed to feel premium, reward-driven and seamlessly embedded into the existing CRM and trading ecosystem.

MY ROLE - START-TO-END
Strategy & Customer Mapping
• Mapped the full loyalty lifecycle, identifying key behavioural triggers and drop-off points.
• Aligned loyalty mechanics to commercial goals and key metrics, including CLV, AOV, repeat purchase rate, retention, and churn.

Launch Planning & CRM Build
• Built and optimised automated loyalty workflows and segmented journeys.
• Designed launch communications with dynamic, personalised content and ensured accurate tracking from day one.

Cross-Channel & Trade Collaboration
• Coordinated with trading, social, on-site, creative, and international CRM teams.
• Ensured consistent loyalty messaging across campaigns, touch points, and regions, embedding LF Beauty Plus+ into the wider marketing ecosystem.

Maintaining Momentum & BAU
• Sustained programme growth with automated tier progression reminders, points expiry alerts, re-engagement journeys, and post-purchase reinforcement emails.
• Embedded loyalty messaging into BAU campaigns rather than standalone sends, keeping the programme front of mind.
• Continuously tested subject lines, incentives, and creative to improve engagement and drive database growth.

RESULTS & IMPACT

• Strengthened customer retention and repeat purchase behaviour
• Improved engagement across loyalty segments
• Established a scalable global loyalty communication framework
• Embedded loyalty into core campaign planning across CRM and trade
• Most importantly, LF Beauty Plus+ shifted customer behaviour from transactional to relationship-driven, increasing long-term value, not just short-term revenue.

WHAT THIS DEMONSTRATES
• End-to-end loyalty strategy ownership
• Advanced CRM automation expertise
• Cross-functional stakeholder management
• Commercially aligned campaign planning
• Data-led optimisation
• Ability to scale and sustain performance post-launch

LF Beauty Plus+ was not just a programme launch - it was a strategic evolution of how LookFantastic retained and rewarded its customers.