The Beauty of Collaboration: P. Louise’s Affiliate Channel Glow-Up

The Challenge

In June 2025, P. Louise, a disruptive force in UK beauty, partnered with Rakuten Advertising to launch its affiliate programme from scratch. As affiliates were a new channel for the business, the team needed to educate internal stakeholders while building a high-performing programme that could complement existing marketing channels.

The Strategy

The programme combined exclusive partnerships, tailored onboarding, and innovative audience segmentation, including student and NHS audiences, all underpinned by close collaboration with CRM, PR, and influencer teams.

Execution and Innovation

P. Louise’s approach demonstrated the impact of integration, creativity, and data-led optimisation, establishing a scalable foundation for future growth and industry leadership.

Results

£2.5 million in revenue, 555% of last-click revenue goals, 100+ partners onboarded, and a 51% new customer rate in just six months, establishing affiliate as a primary conversion driver contributing almost 10% of total online revenue.

Judge's Verdict

"A well-structured launch with a tailored activation plan for every partner type, successfully focused on driving incrementality and acquiring new customers."

“This well-integrated execution established the affiliate program as a primary conversion driver.”