One Day Agency Wins Partnership With Collection Cosmetics

British beauty brand Collection Cosmetics has appointed One Day Agency to lead its integrated UK media and creative activity, launching an always-on strategy designed to boost brand visibility and drive retail sales across every stage of the customer journey.

Founded in 1987, Collection Cosmetics has established itself as a household name in British beauty, built on affordable, cruelty-free everyday makeup. The new partnership builds on that heritage, introducing the brand to a new generation of consumers through a modernis ed channel mix combining high-impact Out-of-Home media, paid social, search, and video.

Shelby Davis, Senior Growth Manager at One Day, said: “Collection is a brilliant British beauty business with strong heritage, accessible products and a genuine place in consumers’ everyday routines. We’re excited to build on Collection’s strong brand foundations with an integrated media strategy that makes the brand more visible, relevant and connected across every stage of the customer journey. By bringing together high-impact brand activity, performance media and key retail moments, we’ll turn increased awareness into measurable demand and long-term brand growth.”

Alongside the media expansion, One Day Agency is deploying a flexible creative framework designed to keep Collection recognisable while adapting natively across platforms. The activity will track major commercial and cultural calendar moments, beginning with Back-to-School and Freshers before ramping up for Halloween, Christmas, and next summer’s festival season.

Kris-Anne Viray, Head of Design at One Day Agency, noted: “Great brands stay consistent without standing still. For Collection, we’re building a creative system that can move with culture, seasonality and commercial moments throughout the year, giving us the flexibility to respond quickly while keeping every expression connected to a clear creative point of view. That balance lets us be timely without being temporary, so every new expression builds on what came before and strengthens Collection’s presence over time.”

To ensure performance efficiency, One Day will support Collection with continuous digital optimisation, utilising proprietary planning technology alongside AI-led feed and asset management workflows.

Alexandra Gonçalves, One Day’s Senior Paid Social Media Manager, added: “We’re strategically bringing digital and above-the-line together as one connected plan, supported by clearer audience segmentation, smarter optimisation and a broader channel mix. That gives us a stronger understanding of who is responding to the brand, how they’re engaging, where the biggest opportunities are, and how we can keep improving performance as we go.”

The pitch win was anchored by One Day’s proprietary media planning tools, which provide real-time reporting, clear cost transparency, and continuous campaign optimisation.

Sophie Johnson, Digital Marketing & Communications Manager at Collection Cosmetics, said: “As Collection enters an exciting new phase of growth, we wanted a media partner who could look beyond simply optimising our existing activity and help us move from capturing existing demand to creating new demand and reaching new audiences. One Day Agency stood out for its strategic approach, strong understanding of retail, and ability to bring media, creative, data and technology together in a much more integrated way. We’re looking forward to working closely together to strengthen Collection’s position in the UK, support our retail partners, and create a scalable platform for our future international growth.”

The appointment comes during a period of sustained growth for One Day Agency, which delivers creative, media, and digital strategy across the UK and Europe.