How do I create buy-one-get-one (BOGO) offers for my makeup products?

Question

As a makeup store owner, I'm looking to increase my average order value and encourage customers to try more of my products. I want to implement a buy-one-get-one (BOGO) strategy that's attractive to customers but doesn't destroy my profit margins. I need guidance on how to structure these offers effectively, which products to include, how to set up the promotions in my e-commerce platform, and how to make sure these offers actually drive incremental sales rather than just giving away free products. What are the best practices for creating compelling BOGO offers in the beauty and cosmetics industry?

Muhammed Tüfekyapan · Accepted Answer

Creating BOGO Offers for Makeup Products
Buy-one-get-one offers are particularly effective for makeup and beauty products because they encourage trial of new shades or product types. A customer buying their favorite lipstick who gets a second one free (or at 50% off) may discover a new shade they continue to repurchase - increasing long-term LTV beyond the initial margin cost.

Step-by-Step Setup in Shopify
1. Shopify Admin - Discounts - Create discount2. Select "Buy X get Y" as the discount type3. Under "Customer buys" - set quantity to 1, select "Specific products" or "Specific collections" - choose your makeup products4. Under "Customer gets" - set quantity to 1, same products/collections5. Under "At a discounted value" - choose 100% (free) or 50% (half price)6. Set as a discount code or automatic discount7. Set usage limits and end date8. Save

BOGO Variations for Makeup

VariationBest UseMargin Impact

Buy 1 get 1 free (100% off second)High-margin items, trial encouragementHighest cost - only viable with strong margins
Buy 1 get 1 50% offMost common - feels like a deal without full costModerate - sustainable for most margins
Buy 2 get 1 freeWhen you want a higher AOV floorLower per-unit cost than B1G1
Cross-category BOGOBuy lipstick, get mascara - drives trialVaries - can move slow inventory strategically

Makeup-Specific Tips
For shade-based products, make sure the "gets" configuration allows the same product in a different variant - a customer who buys one lipstick shade should be able to get a different shade free, not just the identical product. This requires careful collection setup or using a BOGO app that handles variant-level logic.

Growth Suite Promotion Display
Growth Suite's Trigger Campaigns can surface your BOGO offer to visitors who are browsing eligible products but haven't added two items to their cart yet - showing the offer at the exact moment when it's most relevant, with a countdown timer that creates urgency to act before the promotion ends.

How do I create buy-one-get-one (BOGO) offers for my makeup products?

TL;DR - Quick Answer

Complete Expert Analysis

Creating BOGO Offers for Makeup Products

Step-by-Step Setup in Shopify

BOGO Variations for Makeup

Makeup-Specific Tips

Turn This Knowledge Into Real Revenue Growth

+32% Conversion Rate

60-Second Setup

14-Day Free Trial

Muhammed Tüfekyapan

Continue Learning

How do I write a Mother's Day cart abandonment recovery email?

What is the best timing for a Mother's Day cart recovery email?

Should I offer an extra discount in my Mother's Day recovery email?

Use Cases

Variation	Best Use	Margin Impact
Buy 1 get 1 free (100% off second)	High-margin items, trial encouragement	Highest cost - only viable with strong margins
Buy 1 get 1 50% off	Most common - feels like a deal without full cost	Moderate - sustainable for most margins
Buy 2 get 1 free	When you want a higher AOV floor	Lower per-unit cost than B1G1
Cross-category BOGO	Buy lipstick, get mascara - drives trial	Varies - can move slow inventory strategically