Why creators, here
New beauty products are bought after someone similar shows how they look. A launch intent on Oye asks for tutorials from creators across skin tones, ages and cities so every buyer finds a face like theirs — and the content bank becomes the brand’s ads.
The play
- State the intent: awareness and first purchase for a new range, across 12 cities, from MUAs and reviewers, on Reels and YouTube, in launch fortnight.
- Ship the product with a one-page brief: what it is, what it is not, the one claim you can substantiate.
- Ask for a tutorial and an honest verdict — including what it does not do.
- Stagger by city so each market sees three faces in one week.
- Pull the best tutorials into paid media with creator consent.
Creators to activate
MUAs, skincare reviewers, college and hostel beauty accounts across skin tones and regions.
Formats & platforms
Get-ready-with-me Reels, before/after Shorts, long-form YouTube reviews.
The intent, as you would state it
I want first purchases for a new foundation range in 12 tier-2 cities, from MUAs and reviewers across skin tones, on Reels and YouTube, in the launch fortnight, in Hindi, Tamil and Bengali.
What to measure
- Tutorial views and saves by city
- Code redemptions per creator
- Sentiment on shade and skin-type questions
Watch-outs
- Shade-range criticism is the beauty troll’s favourite — brief creators to address it head-on.
- Claims (“dermatologist-tested”, “clinically proven”) must be substantiated under ASCI.