Beauty campaign work, explained through the thinking behind it.

Challenge

CAIA Cosmetics needed paid social creative for the Finnish market with the polish of brand film and the discipline of direct response. A seasonal product campaign demanded clear positioning for the Wake Me Up under eye cream and enough creative variance across use angles to keep paid performance stable.

Approach

• Defined the product positioning for the Wake Me Up under eye cream so every asset laddered back to one recognisable idea.
• Cast and briefed creators for authentic on-skin demonstration, with texture, application and finish treated as the proof points.
• Produced a matched library of video and still assets from the same production, covering different use angles for the seasonal campaign.
• Built structured hook, body and close variants so the media team could test systematically rather than replace creative wholesale.

Outcome

CAIA Cosmetics received a complete, rights-cleared paid creative library — video and image — deployable from day one of the seasonal campaign in Finland.

Challenge

Cocopanda was opening a physical store at Mall of Tripla in Helsinki — a market moment with one chance to land. Retail openings are typically announced rather than built: a poster, a paid push, a discount. The brief was to make the opening feel like an event people wanted to attend.

Approach

• Conceptualised the launch as a social narrative with a clear build, peak and follow-through rather than a single announcement.
• Produced multiple high-quality UGC pieces with clear brand messages and calls to action.
• Sequenced organic and paid so that earned attention carried the launch and paid amplified proven creative.

Outcome

The campaign generated over 350 000 organic views on Finnish social accounts from content conceptualised around the store opening. Combined with paid advertising, it produced the largest launch in the company's history: almost 5 500 people attended the Helsinki opening against a previous record of roughly 3 300.

Challenge

Veloide had a strong product story and growing demand, but its communication was fragmented across channels. Each asset looked and sounded like a different brand, which made scaling content expensive and made recognition impossible to compound.

Approach

• Built a full visual and verbal identity for social: art direction, framing, editing grammar, tone of voice and hook language.
• Produced a library of high-quality video content designed to be reused across organic accounts.
• Extended the same system into paid advertising and on-site content so the brand reads identically everywhere.
• Delivered practical system guidelines so future production inherits the identity by default.

Outcome

Veloide now operates a coherent, multi-channel identity with a scalable, high-quality video content library used across organic accounts, paid media and the website — turning every new asset into an investment in recognition rather than a one-off.

Challenge

I Love Me is the largest beauty event in Finland, and every brand on the floor competes for the same attention on the same weekend. GlowStation needed demand created before the doors opened, not on the day.

Approach

• Built a combined organic and paid pre-marketing strategy with one campaign concept carried across both.
• Conceptualised content that gave visitors a concrete reason to plan the stand into their day.
• Phased the rollout as tease, reveal and final call in the weeks leading up to the exhibition.
• Used paid to amplify the organic content that proved itself, keeping spend behind working creative.

Outcome

GlowStation arrived at I Love Me with demand already built, becoming one of the biggest brands and longest lines at the entire exhibition.

Challenge

The objective was visibility and retail awareness for Orien Trade Finland and GlowStation, supporting their position as the leading retailer for TIRTIR. That called for consistent, culturally fluent content month after month rather than a single burst.

Approach

• Established a monthly content system for Orien Trade Finland's retailer organic accounts on TikTok and Instagram.
• Developed recurring formats around demonstration, shade matching and in-store discovery.
• Produced content in a native TikTok register while holding a consistent brand standard.
• Tracked performance against average retail posts to keep the format library evolving.

Outcome

Content produced by Nordic Beauty Bank consistently outperformed average retail posting, with multiple TikToks reaching 50 000–100 000 organic views — keeping interest and demand for the product at a steady level.

Challenge

K-Beauty routines are detailed and unfamiliar to many Finnish shoppers. Explaining them usually costs reach; skipping the explanation costs conversion. Orien Trade needed content that educated and travelled at the same time.

Approach

• Reframed multi-step routines into short-form tutorials with a single clear payoff per video.
• Built a repeatable format system so education could be produced monthly at consistent quality.
• Published across Orien Trade Finland's retailer organic accounts on TikTok and Instagram.
• Used performance signals to double down on the formats that both taught and travelled.

Outcome

Tutorial content substantially outperformed average posts in the same accounts, with a lead TikTok reaching over 94 300 organic views — establishing education as a reach driver rather than a reach cost.

Challenge

Precision beauty tools are a low-drama category: hard to demonstrate, easy to scroll past. Carpelan Cosmetics Finland needed content that gave tools the same desirability as colour and skincare, while driving retail awareness.

Approach

• Built demonstration-first formats where the result, not the product, is the hook.
• Ran a monthly content system across Carpelan's retail and organic accounts on TikTok and Instagram.
• Paired macro craft detail with everyday, relatable use cases to widen the audience.
• Refined the format library continuously against organic performance through 2025–2026.

Outcome

The programme delivered over 250 300 organic TikTok views, with individual posts reaching 36 943 and 34 585 views against a typical baseline in the hundreds — proving the category can perform when the creative work is done properly.