Caudalie: measuring the impact of Social on pharmacy sales

For its Vinoperfect campaign, Caudalie built, with Meta, Circana and tigrz, a set-up combining omnichannel, mass-media strategy and pharmacy sales measurement. The case was presented at the Meta Beauty Summit.

Social as an accelerator of the digital media mix

Caudalie built an approach in which Social is used as an accelerator of the digital media mix to generate incremental sales, notably by working in complementarity with SEA and organic levers.

For this campaign, the aim was to go one step further: to reconcile e-commerce and retail purchase journeys, and to have an overall measurement of impact.

A set-up co-built with Meta and Circana

tigrz co-built with Caudalie, Meta and Circana a set-up combining a powerful branding campaign and message sequencing over 9 weeks, to tell the brand’s story, give proof and nurture purchase intent.

Caudalie thus positions itself as a pioneer, combining omnichannel, pharmacy sales measurement and the construction of a mass-media strategy with advanced message sequencing.

The results of the Vinoperfect campaign

Source: LinkedIn post by Nicolas Masson, founder of tigrz, 19 November 2025. The impact was measured on online and pharmacy sales.

What these results confirm

According to Nicolas Masson, these results reinforce the national set-up and the impact of Social on e-commerce and retail sales.

Read the account of the session in our article on the Meta Beauty Summit.