Creator Campaigns
Real Conditions
Aug 2026
Creator CampaignsLumen Beauty
Ingredient First
Letting a sceptical reviewer take a skincare launch apart on camera.
- Client
- Lumen Beauty
- Discipline
- Creator Campaigns
- Services
- Creator Marketing, Brand Strategy & Consulting
- Date
- August 2026
Talent
01
Challenge
A new serum launching into a category where every brand claims the same things and audiences have stopped listening.
Lumen's advantage was the formulation itself, which meant the usual influencer approach — polished endorsement — would have wasted it.
02
Approach
We proposed the opposite of an endorsement: give the full ingredient list and the stability data to a creator known for scepticism, and agree in advance that the review runs whatever the conclusion.
That only works if the product holds up. Lumen's did, and the willingness to take the risk became the story.
03
Execution
A single long-form breakdown, an unedited ingredient walkthrough and a follow-up after six weeks of the creator using it.
No approval rights over the verdict, which was written into the contract.
Results
- 3
- Assets delivered
- 0
- Approval rights over verdict
Breakdown, walkthrough, six-week follow-up
Agreed contractually
The campaign gave Lumen something rare in the category — a recommendation the audience had reason to believe.
The six-week follow-up outperformed the launch content, which tells you something about what the audience actually wanted.
“The casting rationale was written down before anyone was approached. I had never seen that from an agency in this space.”
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