Case Studies

Afterpay & Luxury Beauty Brand

Reaching new audiences through BNPL

The Results

The partnership far exceeded expectations for both the luxury beauty brand and Afterpay, they both benefitted immensely and exceeded their goals.


incremental sales goal increase


of Sales were Net New Customers


Afterpay has become the number 3 partner by revenue for the beauty brand

About the Brand

Afterpay is a Buy-Now-Pay-Later financial platform that empowers customers to access the things they want and need, while still allowing them to maintain financial wellness and control. The platform works by splitting payments into four, for online and in-store purchases.

The Story

The luxury beauty brand already had a successful affiliate program but wanted to expand further with innovative partners and collaborations to reach new customers and audiences. They sought to:

  • Increase their share of net new customers by 50%
  • Exceed set incremental sales goals by at least 75%
  • Find a new publisher partner that could continue to provide value

The Rakuten Advertising Solution

The luxury beauty team knew the importance of brand-to-brand partnership, so partnering with Afterpay was the perfect opportunity to reach a new audience. The partnership looked to:

  • Educate prospects on how to use the luxury beauty products within and beyond the best-selling products
  • Deliver high-quality experience for Afterpay members that would target consumers already interested in luxury beauty
  • Ensure that at least 50% of sales were made by new customers

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