ICI Paris XL Family & Friends
For its recurring “Family & Friends” campaign, ICI PARIS XL engaged over 1 million customers across Belgium, the Netherlands, and Luxembourg with personalized direct mail and in-store experiences, boosting both sales and brand connection.
The Challenge
Standing out in a saturated beauty market
ICI PARIS XL, a leading perfumery chain in the Benelux, needed a direct marketing campaign that could cut through the noise. The objectives: increase brand awareness, drive sales, and strengthen customer loyalty, all while adapting to local market dynamics across three countries.
The key challenge was to deliver a recognizable, premium, and personalized campaign that spoke to varied customer interests: fragrance, skincare, and makeup.
The Solution
Localized formats, premium design, and smart tracking
Serviceplan Make supported the development of creative assets tailored to each market:
- In the Netherlands: five A5 mailer variations with discount vouchers for niche segments.
- In Belgium and Luxembourg: A4 letters with three shareable vouchers targeting a wider audience.
To optimize performance, we included dynamic QR codes that allowed tracking and post-print flexibility. Across all materials, visual consistency and premium branding were key.
Run 5 to 6 times a year, this CRM campaign continues to reach over 1 million customers, reinforcing brand loyalty and driving in-store conversions.