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Customer Story How Space NK’s EMV Soared 100% YoY by Building—and Retaining—Creator Relationships

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Since 1991, Space NK has offered a curated selection of the most in-demand beauty brands and icons of the future, both in-store and online.

As the Marketing Director at Space NK, Leanne Rouse oversees multiple marketing channels including brand partnerships, email, social, content, and digital marketing, ensuring that the brand message resonates at every customer touchpoint. She’s built out a dedicated team to enhance and optimize creator partnerships, thereby increasing brand awareness, trust, and familiarity.

At a Glance

Learn how Space NK, the go-to destination for worldwide beauty discovery, uses CreatorIQ to:

  • Identify and activate the right creators for brand partnerships and campaigns
  • Monitor and nurture creator relationships to ensure retention and brand growth
  • Unify creator marketing standards and activity in one place across multiple teams

Background The Power of EMV

Founded by a core team who spent their careers working in-house at top EMV brands, GateMaker Community understands the power of EMV as a leading indicator of revenue and new customer acquisition, and partners with incredible companies to help them build community and influencer programs at a serious scale with impactful results.

So when L'Occitane en Provence sought to partner with GateMaker Community with the goal of becoming a top 25 skincare brand by EMV, it was the perfect match.

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Vandana Tandon

CMO, L’Occitane North America 

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Vandana Tandon

CMO, L’Occitane North America 

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Vandana Tandon

CMO, L’Occitane North America 

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Vandana Tandon

CMO, L’Occitane North America 

LeanneRouse

“You can see everything from how [creator marketing] fits into our gifting strategy by building those organic relationships, all the way through to creators being part of our paid social strategy. Creators can really be part of the full ecosystem, they’re not just one tiny part of the marketing mix.”

Leanne Rouse Marketing Director, Space NK

Fast Questions

  • What are you trying to achieve with creator marketing at Space NK? As a channel, [creator marketing is] a way for us to really build on what is special about Space NK. That allows us to talk about our amazing product assortment, as well as what makes us unique, which is our stores and our loyalty program. We've looked to invest specifically in creator marketing not only because it drives awareness, but it also helps us touch on that familiarity and trust as a retailer, more so than just top-of-funnel awareness. We're building that trust and familiarity as we move through the funnel.
  • What is one of Space NK’s biggest challenges when it comes to creator marketing?When we first started to focus on influencer marketing, the real challenge was that we had a number of different teams who had previously touched creators, so we had to figure out how to bring them all together and make sure that, whilst it's three different teams, they're all working towards one goal.
  • How has Space NK overcome this challenge with CreatorIQ?One of the ways that CreatorIQ has enabled us to [unify our approach] is by being able to see the key metrics [within the platform], so that our teams can work together on an EMV target. They can see which creators the different teams are working with, and it helps bring the strategy together between the different teams.
  • What strategies contributed to Space NK’s 100% YoY growth in EMV?Since really focusing on creators and broadening the base, we've seen double the number of new creators coming into our active base over the past year. And then alongside that, we’ve maintained our relationships, both with the creators that we've had for a long time, and also with those new creators that have come on board. That kind of frequency and consistency in talking about Space NK has helped to drive the EMV growth.

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