01Beauty creators
Bought onsomebody else'sskin.
Beauty creators do the job a product page cannot: they show the thing on a face that resembles the buyer's, in light that resembles her bathroom, and they say what went wrong.
- Industries served
- 2
- Platforms
- 2
- Formats
- 8
- Typical briefs
- 5
The comments are the product research
A beauty audience watches the tutorial and then goes hunting for someone with their skin type, budget and climate. That is why one post rarely converts and a sustained presence does, and why a creator's willingness to say a product did not work for them is the source of their commercial value.
- 01Save rate is the leading purchase signal, well ahead of likes
- 02Skincare decisions run over weeks; colour is closer to impulse
- 03Regional-language beauty content is under-supplied against real demand
What these creators make.
AFormats
- 01Tutorials
- 02Swatches and shade matching
- 03Routine diaries
- 04Ingredient explainers
- 05Get-ready-with-me
- 06Empties and repurchase
- 07Dupe comparisons
- 08Before and after over weeks
Briefs they usually answer
- 01Launching a new shade range
- 02Establishing an ingredient claim
- 03Driving quick-commerce velocity
- 04Building review volume on retail pages
- 05Category education for a new format
Working with beauty creators.
BQuestions
With a grid built before names are shortlisted: skin tones, skin types, ages, cities and climates the product is sold into. Casting to a grid rather than to a follower list is what stops a roster looking like one person repeated.
Need thesecreators fora campaign?
Tell us what you are launching, who it is for and what winning looks like. We will come back with creators, an idea and a number.