THG Ingenuity opens gifting ad channel to partners

THG Ingenuity has launched a Gift With Purchase (GWP) advertising channel for external brand partners, expanding a format already used across LOOKFANTASTIC and Myprotein.

Built into THG Ingenuity's retail media infrastructure, the channel lets third-party brands run gifting campaigns at selected points in the shopper journey. Brands can add product samples or promotional items to qualifying purchases, based on basket size, category, or other campaign rules.

GWP has become a common eCommerce lever for retailers seeking alternatives to traditional display advertising and discounting. Brands use it to introduce new ranges and encourage trial. The launch adds to competition in retail media, as technology suppliers and retailers develop more ways to package on-site inventory for brand-funded marketing.

Across LOOKFANTASTIC and Myprotein, THG Ingenuity reports a 77% increase in add-to-basket rates over the past year, alongside a 1.1 percentage-point improvement in conversion and a 67% increase in new brand partnerships.

It also reports a 6% year-on-year rise in CPA-driven revenue. Cost-per-acquisition pricing models, common in performance marketing, can link spend more closely to outcomes such as sales or new customer orders rather than impressions.

Retail Media Push

Retail media has grown rapidly as brands look to reach consumers closer to the point of purchase and retailers seek new revenue streams from their digital properties. Large marketplaces and grocers have expanded advertising and data products, while specialist eCommerce sites have built propositions in categories such as beauty, nutrition, and lifestyle.

THG Ingenuity is the eCommerce technology and services arm associated with THG. The group owns online retail brands including LOOKFANTASTIC and Myprotein, which have served as early venues for the GWP format.

By opening the channel to external partners, THG Ingenuity is extending the approach beyond THG-owned sites. It says brands will gain access to audiences shopping across multiple verticals, while host sites can earn additional revenue from campaign participation.

GWP campaigns require coordination across merchandising, inventory, fulfilment, and on-site presentation. Promotional stock must be available, applied correctly at checkout, and delivered without disrupting standard fulfilment. These operational demands can limit scale when execution varies between sites, making technology-led approaches attractive for retailers and brands seeking repeatable formats.

THG Ingenuity says the channel integrates with retail platforms and supports curated data-driven gifting experiences. It is positioning gifting as a value add rather than a price cut.

Partner Access

The channel is live and available to selected partners, with further expansion planned through 2026. THG Ingenuity has not disclosed which external brands are participating or the commercial terms.

Ryan Sanderson, Retail Media Lead at THG Ingenuity, said the wider rollout extends an existing model across THG-owned sites.

"By opening this channel to external partners, we're extending a proven, high-growth model beyond LOOKFANTASTIC and Myprotein. Our success shows how strategically executed gifting can drive stronger partnerships, higher conversion, and sustainable revenue growth."

LOOKFANTASTIC has been a testbed for the channel, using gifting mechanics as part of its retail media proposition. It frames the format as part of a broader shift in how it packages commercial opportunities for brand partners.

"As we continue to evolve our retail media proposition, the development of GWP has been a key area of focus. Through our partnership with THG Ingenuity, GWP has generated meaningful incremental revenue for THG Beauty while elevating the customer experience via more engaging, value-driven propositions. This customer-first approach has positioned GWP as a strategic and important pillar for our retail media strategy," said Rachel Moss, Retail Media Director, LOOKFANTASTIC.

THG Ingenuity expects the rollout to continue through 2026.