One Day Agency Wins Integrated UK Brief with Collection Cosmetics
One Day Agency has been appointed by British beauty brand Collection Cosmetics to lead its media and creative activity across the UK.
Founded in 1987, Collection has become a familiar name in British beauty, known for making affordable, cruelty-free cosmetics for everyday life.
The partnership will build on that heritage while introducing Collection to a new generation of consumers. One Day will develop an integrated, always-on growth plan focused on increasing the brand’s visibility and turning greater awareness into retail sales.
Collection will broaden its channel mix beyond its current focus. Out-of-home will give the brand a stronger presence across retail and commuter environments, as well as the places where younger audiences spend their time. Paid social, search and video will then carry that attention closer to purchase.
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.”
One Day Agency will also develop a flexible creative framework that keeps Collection recognisable while responding to the way people use each platform. The campaign will follow key moments in the beauty and retail calendar, beginning with back-to-school and Freshers before moving into Halloween and the Christmas shopping season. Further activity is planned next year around summer festivals.
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.”
One Day Agency x Collection Cosmetics
Alongside brand-building work, One Day will support Collection with ongoing performance marketing optimisation. This will include smart AI-led feed management and creative asset management, supported by AI workflows designed to make creative production more efficient.
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 agency’s proprietary planning tools gave One Day an edge during the pitch process by providing clearer insight into media opportunities and costs. The same technology will support campaign planning and live reporting, allowing both teams to monitor performance and make informed decisions throughout the partnership
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 follows continued growth for One Day Agency, which works across creative, media and digital from its teams in the UK and Europe.
