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GX presents Essity

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Driving global marketing success while making a local impact

Global reach, local relevance

Essity is a world leader in hygiene and health, with a strong portfolio of brands including TENA, Tork, Colhogar, Bodyform, and Libresse. Active in over 150 countries, the company is committed to breaking barriers to well-being with products and services that truly make a difference in people’s lives.

To remain relevant to visitors, distributors, and end consumers, Essity needed to transition to privacy-compliant first-party data. The challenge: how to reach customers effectively and add value across a diverse audience, spread over multiple brands, channels, and touchpoints. This required building rich customer profiles, personalizing marketing and advertising, and maintaining a single customer view across the entire journey.

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A unified strategy for global impact

Together with GX, Essity developed a global strategy for managing first-party data through the BlueConic Customer Data Platform (CDP). The aim was simple: collect, organize, and activate data centrally, while letting local teams adapt to regional needs.

GX helped Essity create an online CDP Playbook, covering naming conventions, taxonomies, and best practices for maintaining data quality and activation. Using pre-defined “Recipes,” regional teams could quickly set up use cases such as recognizing anonymous visitors, personalizing ads and emails, converting abandoned carts, and tailoring website content to individual interests.

Key results:

  • 538%
    more leads from behavior-based segments in Facebook retargeting, without increasing CPA
  • 32%
    click-through rate and 20,000+ sample requests from personalized banners for sampling promotions
  • 38%
    DTC revenue growth for incontinence products through personalized newsletters
  • 10%
    fewer abandoned carts from cart-to-sale conversions in just four months
  • 218%
    increase in B2B registrations powered by BlueConic Dialogues
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Measurable results worldwide

Beyond the key outcomes highlighted in the previous section, pilot projects in France and Mexico quickly expanded to Germany, Austria, Switzerland, Italy, the UK, the US, Colombia, and Brazil. In just two years, more than 45 use cases were implemented across 11 countries and 10 brands, giving the strategy a truly global reach. This broader rollout also delivered significant business impact: audience retargeting with enriched customer profiles reduced CPA by 50%, while cross-brand and cross-region campaign activation increased revenue by 42% and improved ROAS by 25%.

Lasting impact and value

The result is clear: higher conversions, stronger engagement, and increased revenue — all while fully respecting privacy regulations. Essity has become a more agile, data-driven, and customer-focused organization. This case shows how a well-planned first-party data strategy, combined with the right tools, drives measurable marketing success and real business results.

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