Doug Johnson, our Brand Strategy Director, shares three things beauty brands should be doing to drive growth:

 

1. Build Paid Creative from Real-World Signals
Paid can be an expensive place to do all your creative learning, particularly with the volume and diversity needed for paid social activity. Beauty brands should look at organic content, boosted posts and creator partnerships as live testing grounds to understand what genuinely captures attention, drives engagement and gets people to act. The key is having the right boosting and measurement framework in place so those signals are not lost. Which hooks stop the scroll, which creators drive credibility, which product demos land, which messages people actually respond to. Paid then becomes less about expensive trial and error, and more about scaling the ideas that have already shown they can work

 

2. Define a Clear Role for Every Product

The best beauty brands do not just launch products. They stand for something people can recognise and buy into. Over the last few years, we have seen clearer creative territories emerge around areas like clinical efficacy, sensorial rituals, dermatological expertise, digital first self-expression, wellness and modern luxury. Great creative makes it immediately clear what the product does, what world it belongs to and how it strengthens the wider brand. Each product should feel like it is building the brand, not just selling a SKU. 

 

3. Build Memory with Native Branding 
A lot of beauty brands are still getting the balance wrong when it comes to branding. Either the branding feels bolted on and disrupts the content, or there is such a fear of being too branded that the creative does not leave enough cues for people to recognise who it is from. In beauty, the strongest brands build recognition by embedding their assets naturally into the creative from the start. That could be through pack design, colour, product texture, talent, tone of voice, sound, rituals or visual styling. The key is making sure there are enough brand cues, early enough, that people know who it is from even in fast, low attention environments, without interrupting the content or killing engagement. 

 

Together, these principles shift paid from a cost centre into a scalable growth driver building both immediate performance and long-term brand equity. We help beauty brands turn this into scalable creative systems - talk to us about your growth strategy.