Bourjois Sees the Beauty of Creator Collaboration on Snapchat

Bourjois Partnered with Snapchat

Like all beauty brands, Bourjois understands the importance of innovation. Rather than coast on its renowned reputation, the French cosmetics brand wanted to rejuvenate its image to successfully reach a younger demographic. 

And that’s where Snapchat came in. Partnering with the platform for the first time in March 2024, the brand wanted to boost visibility and communicate its commitment to authenticity – in a truly impactful way.

As first-time advertisers on Snapchat, Bourjois also needed to efficiently establish the impact of its new strategy, by measuring its reach, engagement and purchase intent.

Using the Power of Creator Content

Bourjois’ approach to shifting brand perception among Gen Z was a masterclass in creative collaboration. In a move which reflects Bourjois’ dedication to impactful evolution, the brand launched Snapchat’s most ambitious Creators’ campaign to date with a successful campaign orchestrated by the digital agency We Love Digital. 12 Creators, including six Snap Stars, showcased the brand’s product range which included a powerful duo of eye products; Volume Glamour Lift & Stretch Mascara and Healthy Mix Serum Roll-On Concealer.

Harnessing the Creators’ long-established credibility within the beauty community served two purposes. Firstly, it allowed the brand to reinforce its position as a trusted industry leader. Secondly, it highlighted – or, in some cases, introduced – the brand’s relevance to a younger generation of cosmetic-lovers.

The decision to feature multiple Creators meant Bourjois benefited from a variety of distinct styles and approaches, culminating in a hugely successful 7-week campaign.

Boosting Brand Performance among Gen Z 

Bourjois’ results on Snapchat were far from cosmetic. The campaign generated four times the purchase intent of the beauty benchmark, while the Creators’ assets generated three times  the view-through rate of the beauty benchmark.

Among 18-20-year-olds, results showed a 19-point increase in brand favourability, while the brand celebrated an 11-point increase in Ad Awareness among 21-24-year-olds.

Furthermore, the assets produced by the Creators drove significantly more engagement than branded content, with results showing a 28% higher click-through-rate.