In the beauty and skincare industry, gift-with-purchase promotions do more than drive sales, they create content opportunities that thrive on Instagram and TikTok. These platforms reward brands that deliver eye-catching, shareable moments, making on-trend, limited-edition promotional products a playful and effective way to connect with audiences.
For many of the brands we collaborate with, brand merchandise and custom gift-with-purchase products are powerful tools for generating visually appealing video content. They create exclusivity and sales urgency, build community, and strengthen long-term brand loyalty.
These highly visual social media platforms reward creativity and shareability, making branded products a smart way to fuel content strategies while also incentivising purchases.
Case Study: Sun Skills by Makeup Cartel
Image Credit: @sun.skills @jackiedingxo
For Sun Skills by Makeup Cartel, we designed a terry towelling bucket hat to work across multiple touchpoints. These were crafted to:
- Generate fun, shareable Instagram and TikTok content
- Stand alone as an on trend retail product
- Be featured in curated product bundles
- Act as a gift-with-purchase incentive to boost cart value
This multi-use approach turned a simple promotional item into a driver of engagement and sales.
Image Credit: Sun Skills by Makeup Cartel
Case Study: Esmi Skin Minerals
To celebrate a website relaunch, Esmi Skin Minerals offered reusable travel flask in seven colours as a gift-with-purchase for orders over $129.
The colourful range translated seamlessly into Instagram Reels and TikTok videos, enabling Esmi to move its engaged social audience onto the new site, driving traffic and increasing conversions.
Image Credit: Esmi Skin Minerals
Tips for Skincare Brands on Instagram & TikTok
- Prioritise Visual Appeal: Choose products that look great in short-form video.
- Encourage Unboxing Content: Packaging is part of the experience; make it camera-ready.
- Leverage Influencers: Collaborate with beauty creators who can showcase the gift authentically.
- Create Scarcity: Limited edition gifts drive urgency and higher conversions.
- Cross-Promote Everywhere: Feature promotions in email, social, and on-site banners.
The Takeaway
The right gift-with-purchase strategy can do more than drive sales, it fuels content creation, strengthens customer loyalty, and drives social engagement where beauty audiences spend most of their time: Instagram and TikTok.
At MaCher Australia, we design promotional products with intention, helping brands turn every campaign into a meaningful moment of connection.