Tried, tested, and loved by Insiders, Experts, Influencers, and beauty lovers, LOOKFANASTIC is sharing the ultimate beauty must-haves. Go behind the scenes of the Loved By LF campaign as we chat with Vicky James, Marketing Director and Ellena Forster, Senior Designer about its inspiration, creative vision, and impact.  

What was the inspiration behind the Loved By LF campaign, and how did you develop its unique approach?  

VJ: Last year marked a turning point for LF in defining our brand platform and understanding our customer. Historically, our focus had been on trade, promotions, and performance-driven marketing, with brand storytelling often taking a backseat. This left us with a challenge: if we weren’t talking about price or discounts, what else could we say?  

To answer this, we conducted a Key Driver Analysis (KDA) with YouGov to identify what drives consumer consideration and where we have a right to win. Our ambition is to be our customers' "favourite place to shop beauty online," and the research highlighted that "stocks the brands I like" and "makes premium beauty more accessible" were the most emotionally resonant factors.  

These insights shaped our 2025 brand and marketing strategy and laid the foundations for Loved by LF—a campaign we see as an evergreen approach beyond this year.  

Loved by LF champions the holy-grail beauty products loved by our community, bringing together different perspectives on beauty. If you listen around the office, you’ll hear people passionately recommending products to each other—that’s why we wanted our Insiders involved. We live and breathe beauty every day, and showcasing this behind-the-scenes passion strengthens our brand story. This kind of authentic content is what truly resonates across platforms like TikTok (just look at the success of M&S and Waitrose), so we made sure this ethos was reflected across all our channels, including paid ads.  

Can you walk us through the creative vision and design elements behind the campaign?  

EF: The creative direction for Loved by LF was inspired by a combination of love letters and our community of beauty enthusiasts. We drew on the tactile elements of pen to paper, manifestation boards, collaging, and scrapbooking—all of which reflect the personal and emotional connections people have with their favourite beauty products.  

We wanted this campaign to reflect the diversity of our LF community, ensuring it spoke to a range of beauty consumers under one umbrella. Our textured and collage-inspired approach gave us the flexibility to use supplied assets and PDP imagery cut-outs, making it adaptable across multiple platforms while maintaining a consistent look and feel.  

Were there any creative challenges in bringing this campaign to life, and how did you overcome them?  

There were many moving parts, and at times it felt like a chicken-and-egg situation—balancing insights from different community categories while ensuring the campaign remained authentic. We were committed to presenting a genuine, honest perspective, making sure every recommendation and review featured in Loved by LF was authentic and relatable.  

How did you select the products and personalities featured to ensure balanced representation?  

We wanted to engage all key demographics within the LF audience. Different consumers connect with product recommendations in different ways—whether through peer-to-peer testimonials, on-site reviews, or influencer-led content. Our various teams understand these nuances, allowing each channel to activate in a way that best resonates with their specific audience.  

Our influencer team carefully selected relevant voices who align with our community’s interests. Internally, we turned to our own team of beauty lovers—passionate employees who showcased their favourite products from an honest perspective. This inside perspective not only added credibility but also reinforced LF’s authority as a beauty destination.  

To ensure balanced representation, we segmented the content itself into different weeks to provide equal coverage to give enough repetition to touch audiences enough to resonate with them.