Serviceplan Make partnered with ICI PARIS XL to execute their highly successful Family & Friends campaign, designed to engage beauty members and their loved ones while driving brand awareness and boosting sales.  

For this campaign, Serviceplan Make was responsible for the copywriting, creative development, and delivery of various campaign assets. In the Netherlands, five versions of A5 direct mail were tailored to specific customer segments, such as perfume and makeup lovers, each featuring a voucher card. In addition, in-store vouchers were created to complement the campaign. These materials are distributed five times a year. 

In Belgium and Luxembourg, the campaign is delivered through A4 letters, each including three shareable vouchers, which are sent to beauty members six times annually. Serviceplan Make also produced in-store vouchers for these regions.  

Trackable QR codes were integrated into the campaign materials, providing real-time tracking capabilities and the flexibility to update the codes even after printing. For the Netherlands, Serviceplan Make also provided copywriting for email communications, ensuring that the Family & Friends messaging remained consistent across all channels.

Since May, Serviceplan Make has collaborated closely with ICI PARIS XL on this ongoing campaign. Through a combination of creative content and innovative technology, the campaign has successfully maintained a strong connection with ICI PARIS XL’s diverse customer base, across Belgium, Luxembourg, and the Netherlands. The campaign’s sustained engagement and measurable impact highlight the success of this partnership.