As social platforms continue to evolve the ways they allow for video content creation, all brands are challenged to find ways to consistently develop their own stunning content to entice potential customers, media, and buyers while maintaining the right tone.
Beauty is an incredibly visual industry and rife for inspiration. Whether it’s being approachable and funny, showing useful tutorials, or creating stunning videos in gorgeous settings, the four brands below are sure to get your creative juices flowing.
Follow Celebrity Hairstylist Jen Atkin and her incredibly popular brand The Ouai on Instagram and Snapchat to get a sneak peek into what it takes to run a highly successful beauty brand while also tending to the manes of A-listers like Bella Hadid, Kim Kardashian, Chrissy Teigen, and so many more.
While not all brands have the star power and instant credibility that Atkin brings to her channels (yet!) it doesn’t mean you can’t draw inspiration from her videos. Beauty is an aspirational industry and Atkin does a phenomenal job creating a lifestyle her viewers may covet while still being approachable. You can’t help but feel like you’re watching Snaps sent from your best girlfriend. This balance keeps Jen and The Ouai’s fans coming back for more.
Based on the healing properties of flowers, Lotus Wei’s video content reflects the restorative beauty of their products. Packed full of gorgeous close-ups of (what else) flowers, Lotus Wei keeps their videos very much on brand. Their videos also inspire quite a bit of wanderlust and an aspirational lifestyle with filming taking place in stunning locales such as Iceland, Costa Rica, and Sedona, subtly demonstrating that nature often provides the greatest beauty and healing.
This beloved makeup line makes the most of its broad range of products with easy to follow video tutorials and how-to’s using their latest products. Becca Cosmetics produce quick videos that make it easy for consumers to watch without spending hours in front of the computer – most of the videos are two minutes or less – quick enough to show technique while the instructions in the comments allow fans to replicate the look easily at home.
BECCA also keeps everything in line with their glowy, feminine aesthetic – everything from the soft lighting to the scripted title cards keep the videos totally on brand and entrancing to watch.
San Francisco-based Credo Beauty is a brick and mortar retailer with a strong online presence known for carrying some of coolest natural indie brands – RMS, Ilia, and Tata Harper anyone?
Credo often uses Facebook to create longer video content rich in interviews with brand founders and beauty experts as well as live videos from their in-store events and master classes. Credo calls upon their vast bank of resources (including founders from brands carried on their site and their knowledgeable in-house staff) to create unique content that educates their discerning, ingredients-conscious audience.
Live videos during in-store events lets those who are not in the San Francisco area still feel like they are in on the action and getting the same benefits and knowledge, emphasizing the brand’s inclusive vibe.
The above beauty brands are consistent with content development across multiple channels, leveraging in-house experts, those of partners, and a wide variety of subjects – from DIY to travel – that capture audience attention with a mix of accessibility and aspiration.
