Content system for a hybrid beauty brand
Before & After
Even without paid traffic or full tracking, these content shifts drove clear momentum.
View counts aren’t everything — but they reflected real progress in consistency, relevance and reach. From aesthetic-only to audience-aligned. These examples show the shift in tone, content value and engagement — even without paid traffic or full tracking.
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The context
This Benelux-based beauty brand serves thousands of professionals, hobbyists and salons — both online and in-store.
With in-house labels, international brands and a professional Academy, they had strong product knowledge but lacked a clear organic content system.
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My approach
I didn’t start with more content. I started with patterns.
Together, we rebuilt their strategy around three pillars:
→ Reach (trend-led content)
→ Retention (storytelling & behind-the-scenes)
→ Conversion (stronger CTAs for courses and promos)
What we did
Shifted from product-led to education-driven content
Built a flexible system for Instagram & TikTok
Created Reels, stories, carousels and in-store promos
Supported launches, Academy campaigns and events
Trained staff and ambassadors for consistency
The results
+50% organic reach · +60% story views
+20% more young visitors during in-store events
Clear sales uplift during peak moments like Black Friday
More visibility among Gen Z beauty professionals
Better internal workflow — built to last
Attribution between organic content and offline sales wasn’t perfect — but internal teams saw the shift: more footfall, stronger engagement, and visible momentum.