With more than 800+ professional makeup artists and beauty content creators in the SCROII STOP Network, narrowing down the perfect talent for Benefit’s limited festive slots was a challenge in itself. The team conducted a granular review of 175 technically viable creators, assessing not only reach and engagement, but also semantic alignment with Benefit’s playful tone of voice, audience match, and proven track record with seasonal performance content.

Once the top 10 creators were selected, custom holiday briefs were rolled out. These weren’t just unboxings, they were rich, story-led pieces designed to tap into moments of gifting, surprise, and anticipation. From “12 Days of Beauty” countdowns to “stocking stuffer GRWMs,” creators embraced multiple storytelling angles. Each video was embedded with affiliate links, with UTM tracking ensuring Benefit could trace every swipe, click, and conversion. The SCROII STOP team also implemented a tiered review process, ensuring content was approved for both creativity and compliance before going live during peak shopping windows.