THG Beauty reports major increase in incremental revenue thanks to adMarketplace partnership

THG, a UK-based e-commerce group, has reported a 10% increase in incremental revenue at its beauty retail business thanks to its partnership with native search advertising platform adMarketplace. 

The collaboration is also said to have improved marketing efficiency and delivered savings for THG, which owns beauty retailers LOOKFANTASTIC, Dermstore and Cult Beauty. 

Aiming to diversify its search advertising beyond Google and Bing, and admit rising competition, THG partnered with adMarketplace in 2022 to add advertising across browsers and buy now, pay later apps.  

The partnership has enabled THG’s beauty brands to connect with new, high intent customers from across the web. This has also resulted in a 0.3% reduction in the cost-of-sale while scaling customer acquisition - as well as the 10% growth in incremental revenue. 

“adMarketplace differentiated itself from other competitors due to the premium targeting and exclusive placements of BNPLs,” says Cal Salvaggio, Global Head of Paid Media at THG. “Their robust reporting and insights set the way for us to drive marketing diversification. adMarketplace is now a fundamental aspect of our broader marketing strategy, having a key role in driving incremental new customers and revenue for a dilutive COS compared to other core channels.”

“Our advertiser success team has worked diligently to deliver performance and efficiency at scale, effectively moving the needle on the two KPIs that THG uses to measure success: COS and new customer acquisition,” adds Sam Pitt, European Managing Director at adMarketplace. “Our managed service, based on industry leading measurement and insights, has created the foundation for success.”

THG and adMarketplace now plan to extend their collaboration in 2025 and beyond, aiming to drive additional non-brand search growth and increase efficiently across THG’s global operations. 

The news follows shortly after LiveRamp announced a partnership with THG Ingenuity and THG Beauty Media.

THG Ingenuity is aiming to unlock enhanced capabilities for THG Beauty Media’s commerce media network and its partners through LiveRamp’s Retail Intelligence solution.

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.