A social-first campaign developed for Paula’s Cosmetics with the goal of demystifying trending beauty topics and empowering consumers through education. Rooted in authenticity and accessibility, this immersive digital initiative leveraged the power of social media to create a dialogue between the brand and its community.
At the heart of the campaign were dynamic social takeovers, where Paula—founder and trusted voice behind the brand—personally engaged with followers in real time. Through live Q&As, ingredient spotlights, and myth-busting sessions, she broke down complex skincare concepts into digestible, relatable content. From decoding buzzworthy ingredients to addressing common skincare misconceptions, the campaign positioned Paula’s Cosmetics as both a thought leader and a trusted guide in the ever-evolving beauty landscape.
This initiative not only educated but also cultivated a sense of trust and transparency, encouraging audiences to feel more confident in making informed decisions about their skincare routines. The result was a highly engaging and impactful campaign that deepened brand loyalty and reinforced Paula’s commitment to clarity, science, and self-care.
