Bergdorf Goodman and Lisa Bayer: A Luxury Gift With Purchase

Gift with Purchase (GWP) campaigns are fantastic opportunities to offer free promotional items to help elevate sales and promote future products. However, for luxury brands, these campaigns need to offer more than just an item and need to create excitement for the brand. Customers should have a compelling reason to complete the purchase while also reinforcing the brand. Bergdorf Goodman accomplished this through a 2023 beauty campaign featuring a limited-edition cosmetic bag created in collaboration with New York artist and jewelry designer Lisa Bayer. Through PPD&G’s extensive cosmetic packaging options, this helped to create a functional, collectible piece that elevated a traditional beauty promotion into a premium brand experience.

Cosmetic Gift Challenge

Bergdorf Goodman wanted to encourage higher-value purchases within its luxury  beauty category to help achieve more valuable conversions. While cosmetic bags and similar promotional items are common in the beauty industry, generic giveaways may not provide enough perceived value to motivate affluent shoppers to increase their order size. To convince shoppers to engage in high-value conversions, the retailer needed a promotional product that reflected its luxury positioning while creating a sense of exclusivity. The challenge was to develop a premium Gift With Purchase that customers would genuinely want and not be another simple branded giveaway.

The Approach to Cosmetic Bag Gift

Bergdorf Goodman partnered with Lisa Bayer to create a custom cosmetic travel pouch that combined luxury materials, practical functionality, and distinctive New York-inspired artwork. The campaign had several key elements to execute:

• Custom luxury design: An 11.5 by 8-inch cosmetic pouch made from high-gloss black faux patent leather.
• Exclusive artwork: Lisa Bayer created custom hand-drawn typography featuring a “Lots of Love/ I Love BG” New York-inspired motif.
• Premium finishing: A gold-toned zipper and exclusive “BG” logo charm added a sophisticated finishing touch.
• High-value incentive: Customers who spent $295 or more on qualifying beauty purchases in-store or online received the limited-edition bag.
• Curated luxury samples: The pouch was filled with deluxe samples from premium beauty brands, including Augustinus Bader, Cle de Peau Beaute, Dior Beauty, Guerlain, La Prairie, and Sisley-Paris.
• Limited availability: The campaign ran during a defined promotional window in spring 2023, creating a sense of exclusivity and urgency.

By combining a recognizable artist’s work with premium materials and desirable beauty products, Bergdorf Goodman transformed a traditional promotional giveaway into a curated luxury experience.

Gift With Purchase Campaign Results

The campaign helped encourage larger beauty product purchases by establishing a meaningful spending threshold tied to an exclusive, limited-time reward. Rather than relying on a discount or conventional promotional item, Bergdorf Goodman gave shoppers a product with its own aesthetic and collectible appeal. The collaboration with Lisa Bayer also created a strong sense of scarcity and exclusivity. The limited promotional window encouraged customers to act while the gift was available, while the recognizable New York-inspired artwork helped differentiate the bag. The campaign provided value for both partners as Bergdorf Goodman reinforced its connection to New York’s luxury fashion and creative communities, while Lisa Bayer’s work was introduced to a targeted audience of luxury consumers.

PPD&G Cosmetic Packaging with Lasting Impact

The Bergdorf Goodman GWP campaign demonstrates how strategic design can turn a promotional product into a meaningful extension of a brand. PPD&G helps brands develop memorable promotional products, packaging and branded experiences, and custom-designed exclusive items that make a lasting impression. Our top-notch capabilities allow us to design promotional products and unique branded products to help bring your concept to life. We use quality materials and practical functionality, and keep all of our services in-house to help elevate your brand to the next level. Whether you’re looking to create a custom retail piece or unique display, our team is here to help.

Contact us to discuss our unique packaging and display options for your brand or request a quote to get started today.