Content and social
Beyond before and after, the creator economy from the brand's side, usage rights, art direction on a real budget, and filming in a working room.
The beauty category solved content early and then stopped. Before and after imagery is legible, cheap to produce and completely interchangeable, which means it argues for the treatment rather than for the business that performed it.
These pieces cover what else there is to show, how to work with creators without buying only the least durable part of the arrangement, how to build an image library that reads as one body of work, and how to film in a working room without spending the experience you are selling in order to advertise it.
Social content that is not just before and after
The format that made this category legible on social is now the format that makes it invisible. What else there is to show, and why it performs differently.
Content · 9 min readThe creator economy from the brand's side of the table
What you are actually buying when you pay a creator, how to brief it, and the disclosure obligations that sit with you as well as with them.
Content · 10 min readUsage rights, and what they actually cost when you hire a creator
Rights are the part of a creator agreement most often left unwritten. The five variables that set the price, and the clauses that prevent a dispute.
Content · 8 min readArt direction and photography for a beauty brand on a real budget
Three rules do most of the work in building a coherent image library, and none of them require a studio, a large fee or a professional model.
Content · 8 min readShort video in a salon without turning clients into content
Filming in a working treatment space creates consent, atmosphere and staff problems. How to produce video without damaging the experience you are selling.
Content · 8 min readThe trade newsletter
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