TLC Marketing UK

TLC has two core beliefs. Brands should add value rather than discounting; and that added value should reward everyone.

London, United Kingdom
Founded: 1954
Staff: 250
Prizes & Incentives
Sales Promotion
Loyalty schemes
brand partnerships
Loyalty marketing
Content Creation/Management/Promotion
Creative & Design
Advertising and Promotional Campaigns
Creative Development
Customer retention

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Sector Experience
Business to Business
Food & Drink

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Carefree® launches ‘Feel Free to be Beautiful’ promotion

According to the English Dictionary, someone who is carefree has “no problems or worries”, which is why feminine hygiene brand Carefree® are encouraging customers to sit back, relax and feel beautiful in their first ever on-pack promotional marketing campaign.

The campaign launched in June across all major grocery and pharmacy stores in the UK, including Tesco, Superdrug, Boots and Sainsbury’s. The campaign entitles customers to a free beauty treatment with every two purchases of Carefree promotional packs. There are over 900 beauty venues taking part in the campaign and customers also have a choice of Yoga, Pilates and Meditation sessions.

The promotion will be running in store until 31st December 2018*. To qualify for a reward, customers need to:

  • Buy two stickered promotional packs of Carefree®
  • Visit the Carefree® promotional website;, enter their details and unique promotional codes
  • Customers will then receive an email directing them to search and claim their free beauty voucher

Sarah Russwurm, Brand Manager of Carefree®, said, “Pantyliners often have negative connotations, with only 1 in 4 women using liners as an everyday product. We wanted to create a promotion that disrupted the feminine hygiene market and changed the perception of liners being a ‘once a month’ purchase. The ‘Feel Free to be Beautiful’ campaign does just that, encouraging customers to feel good about themselves all day, every day.”

Emma Critchley, PR and Marketing Manager at TLC Marketing, said, “There is always a stigma around talking about intimate hygiene. It’s a tough conversation to have, especially when you are growing up and experiencing changes. This campaign engages with a younger audience, encouraging them to find their inner confidence whilst bringing the brand story of Carefree® to life.”

TLC Marketing is responsible for the planning, creative, implementation and delivery of the campaign, including the design and build of the promotional website, email comms and POS. TLC Marketing will also be on hand to deal with any customer queries thanks to their dedicated customer services hub.

*Whilst stock lasts.

About TLC Marketing TLC Marketing Worldwide specialises in loyalty, incentive and reward campaigns, allowing brands to outpace their competition for a fraction of the cost of price led alternatives. TLC Marketing UK is the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade 2016. In 2016/17 they won a number of awards for their work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.

About Carefree® Carefree® is a pantyliner brand owned by Johnson & Johnson, offering a variety of pantyliners from super-thin Carefree® FlexiComfort liners, Carefree® Normal Cotton liners for everyday use and Carefree® Plus Large for extra protection. With the overall aim of delivering on daily freshness and comfort, they want to be there for every stage of a woman’s life from everyday use to pregnancy, menopause and puberty.


Promotional marketing


Johnson & Johnson