CASE STUDY: Glaze Spring 2025

1,500,000+ Views

CASE STUDY: Glaze Spring 2025

1,500,000+ Views

8 Creators

529% Over Target

1,500,000+ Views

April - June 2025

529% Over Target

1,500,000+ Views

April - June 2025

8 Creators

The Challenge

Glaze, a clean beauty brand recognised for its Super Gloss hair treatment, aimed to increase brand awareness and drive retail traffic to its new in-store placements at CVS and Target. The mission was twofold: highlight the ease, shine, and vibrancy of the product while educating consumers on the convenience of picking up their favourite gloss during their regular errands. The challenge was standing out in the saturated beauty content space and turning social views into in-store conversions.

The Solution

We partnered with eight lifestyle and beauty creators across TikTok and Instagram, specifically targeting creators who aligned with Glaze’s fresh, aspirational brand tone. Each creator was given a creative framework to authentically showcase their experience with Super Gloss, from dramatic “restock” runs at Target and CVS to in-depth tutorials demonstrating the transformation from dull to dazzling.

To maximise reach and authenticity:

Creators highlighted their local stores (Target/CVS) to build relatable, real-life narratives.

Content focused on before-and-after visuals, showing the immediate salon-like finish of the product.

Deliverables included TikToks, Instagram Reels, Stories with Link Stickers, and product application demos.

Story content emphasised key selling points: vegan, ammonia-free, quick 10-minute application, and glossy, vibrant results.

Because creators tailored content based on their hair type, location, and tone, audiences engaged more organically, trusting the recommendations and responding to the urgency of “only a few left on shelves.”

The Results

The campaign generated a total of 1,574,594 views across TikTok and Instagram, with 3,889 tracked clicks through UTM links directing users to product listings on CVS and Target. Creators like Charleigh Moriss and Madi Ragsdale accounted for some of the most viral performances, bringing in over 765,000 and 369,800 views, respectively a testament to their audience alignment and the power of authentic product storytelling.

Notably, creators who mentioned their local store locations and used "run to CVS before it sells out!" style captions triggered highly engaged comments and DMs from followers asking for shade recs, checking stock levels, and sharing their own results.

Several pieces of content used TikTok Spark Ads, allowing Glaze to amplify creator posts to new audiences with strong engagement already in place. This boosted social proof while maintaining an organic tone.

Instagram Stories with Link Stickers also helped drive additional direct traffic, with Kimberly McCalla leading in clicks from IG content. The diversity in hair colour, state locations, and niche (from lifestyle to wider beauty) meant the campaign resonated across multiple demographics, creating not just reach, but conversion-focused momentum in-store.