Freshly Cosmetics x UGC Creators

The challenge

Freshly Cosmetics, one of the leading brands in natural and sustainable cosmetics, was looking to revolutionize its content strategy to connect more authentically and effectively with its consumers. The main objective was to generate relevant and engaging content that would enhance the virtues of its broad product portfolio. In addition, it was essential to highlight how they offered specific solutions to their customers’ problems, while maintaining consistent communication across all their digital platforms and physical points of sale.
The concept
We developed an always-on content strategy that encompassed the entire Freshly product portfolio. The key was to create a narrative that addressed specific consumer problems and highlighted the solutions the products offered. This strategy not only increased engagement with the brand, but also strengthened customer confidence in its sustainable and personalized value proposition. The idea
The implementation of this strategy included three fundamental pillars:

1. Creation of customized Always-On content: 60 monthly contents were designed and produced highlighting the features and benefits of each product. These materials were adapted to all of the brand’s digital platforms (Instagram, TikTok, YouTube, etc.) and also to physical points of sale, ensuring consistency and relevance in each channel.
2. Proposed UGC profiles based on issues and solutions: We identified and selected content creator profiles under specific criteria that reflected real consumer concerns. Each creator provided a genuine approach through user-generated content (UGC), showing how Freshly’s products solved specific problems. In addition, we secured commercial use rights to maximize the utility of this content.
3. Agency-optimized production and editing: All content was conceptualized, scripted and fine-tuned in-house to align with Freshly’s objectives. This approach guaranteed the quality and relevance of the materials, ensuring that each piece connected emotionally with consumers and strengthened brand perception.