Beautycounter was doing amazing things within the beauty industry as one of the most innovative clean beauty brands out there—but the challenge was educating social media audiences with a notoriously short attention span. The brand came to Social House to ideate a content series designed to put product education at the forefront, while inspiring audiences to genuinely want to learn more. The core tenet of our education needed to be: clean beauty is not just about appealing to personal responsibility, but understanding the potential to combine ethical practices with innovation, and achieve high performing results that can be felt in your day to day life.
That’s a lot of context that we needed to fit into bite-sized social media pieces. But we had a plan.
We utilized Beautycounter’s Chief Artistic Officer, Christy Coleman as a knowledgeable, persuasive face of the brand. Together, we produced a series of How-To videos that brought key daily looks to life, sharing unique industry tips that everyone needs in their arsenal. Coleman’s warm tone as well as the gentle, simple visual storytelling lattered up to the key message of the clean beauty brand so that it was understood without needing to be explicitly told. The series combined education and entertainment in a way that was incredibly compelling within the context of both social media and external outlets who also distributed the content.
We then utilized Beautycounter’s global network of amazing brand ambassadors to inspire everyday consumers and instill a yearning to keep learning more about all the good the brand is doing for the beauty industry. The response on social media was overwhelmingly enthusiastic.
Expansion of Brand Awareness
The campaign organically reached 720K people and Instagram Stories were organically viewed 345K times.
Connection with the Audience
Content received 153K social media engagements and the brand hashtag #BetterBeauty was used over 20K times.