Our creator strategy was purposefully multi-platform, spanning TikTok, Instagram, and Reddit, each selected for its unique role in the consumer journey and its ability to engage with beauty enthusiasts where they naturally discover, evaluate, and discuss products. Rather than relying on a one-size-fits-all approach, we designed platform-native content that resonated within each space’s unique ecosystem, while ensuring messaging consistency and creative cohesion across the board.

On TikTok, creators focused on satisfying product demos and relatable nighttime skincare routines. Instagram content leaned into aspirational beauty and product benefits through close-ups and GRWM formats. Meanwhile, Reddit allowed us to tap into targeted skincare and vegan beauty communities with asset redistribution that maximised visibility in conversion-driven spaces.

Our overall approach blended compelling creator storytelling with strategic content redistribution and bonus asset production to support both short-term traction and long-tail impact.