Rimmel London’s social media advertising strategy is driven by creative visuals, influencer partnerships, and interactive content. One of the most successful advertising formats the brand has used is Instagram and Facebook Stories Ads. These ads are typically short, visually dynamic clips that showcase Rimmel products in action, often through tutorials or influencer content. The swipe-up feature in Stories Ads directs users to product pages, encouraging instant purchases.

For the launch of the Stay Satin Liquid Lipstick, Rimmel created a series of Instagram Stories Ads featuring vibrant, fast-paced makeup tutorials that highlighted the long-lasting, non-drying formula of the lipstick. The tutorials featured a variety of skin tones and showcased different shades of the product, appealing to Rimmel’s diverse audience. The ads were targeted based on user behavior, with specific shades being advertised to users whose past purchases or browsing habits indicated a preference for certain colors.

In addition to Stories Ads, Rimmel has made effective use of carousel ads on Facebook to promote its range of eye, lip, and face products. These carousel ads typically feature several product options within the same category, allowing users to browse different shades or variations in a single ad. The interactive nature of these ads keeps users engaged longer, and the direct links to product pages drive conversion.

Kiko Milano’s #NoMakeupMakeup campaign was one of its most impactful initiatives, capitalizing on the growing trend of minimalist beauty. The campaign focused on promoting lightweight, natural-looking makeup products like BB creams, sheer lipsticks, and tinted moisturizers. The brand encouraged users to share their “no makeup” makeup looks on Instagram using the hashtag, showcasing how Kiko Milano products could achieve a fresh, dewy complexion without heavy coverage.

This campaign was a hit because it tapped into a global beauty trend that was particularly appealing to consumers seeking more low-maintenance routines and skincare-friendly products. Kiko Milano leveraged this trend by partnering with beauty influencers who specialized in natural beauty looks, further reinforcing the campaign’s messaging. The combination of influencer marketing and UGC made the #NoMakeupMakeup campaign a massive success, generating a significant amount of organic reach and engagement.

Another notable campaign was #KikoGreenMe, which highlighted Kiko Milano’s eco-friendly product line. As consumers increasingly prioritize sustainability, Kiko Milano took the opportunity to promote its natural and environmentally conscious products through this campaign. Instagram Stories, Reels, and YouTube tutorials featuring eco-conscious influencers demonstrated how to use the Green Me collection, while the brand shared behind-the-scenes content on how the products were formulated using sustainable ingredients.

The campaign not only aligned with the growing demand for clean beauty but also reinforced Kiko Milano’s commitment to ethical practices. This resonated particularly well with younger consumers, who are more inclined to support brands with a strong social responsibility agenda.

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Belif’s #BelieveInHydration campaign, built around its True Cream Aqua Bomb, was one of its most successful social media initiatives. The hashtag quickly gained traction as influencers, beauty bloggers, and everyday users shared their hydration journeys using Belif products. This campaign was particularly effective because it was rooted in a universal skincare need—hydration—allowing it to appeal to a wide range of consumers across different skin types.

The campaign was rolled out across Instagram, Facebook, and YouTube, with a heavy focus on video content. Users were encouraged to post “before and after” photos of their skin’s hydration levels after using the product for a week. The hashtag not only created a sense of community around the product but also generated an incredible amount of user-generated content, which the brand could repurpose across its own platforms.

Another notable campaign was the “Believe in Truth” series, which was designed to reinforce the brand’s commitment to transparency. The campaign featured a mix of interviews with skincare experts, product formulations, and live Q&A sessions with dermatologists on Instagram Live. This campaign was particularly effective in driving engagement, as it allowed Belif’s audience to interact directly with experts and ask questions about the brand’s products, ingredients, and recommended routines.

The #SkincareSimplified campaign, which ran primarily on YouTube and Instagram, aimed to demystify complex skincare routines and product formulations. The campaign featured short educational videos that explained common skincare myths, broke down product ingredients, and demonstrated simple, effective skincare routines using Belif products. The content resonated with time-strapped consumers who appreciated the brand’s no-nonsense approach to skincare. This campaign also helped position Belif as an expert in the field of skincare, driving brand awareness and trust.

Westman Atelier’s advertising strategy aligns with its overall brand aesthetic—clean, minimalist, and luxurious. The brand’s ads focus on educating the consumer about the benefits of the products while maintaining a visually appealing and aspirational tone.

1. Instagram Ads: Focusing on Product Benefits and Ingredients

Westman Atelier’s Instagram ads are a key component of its digital marketing strategy. These ads typically feature close-up shots of the products, highlighting the luxurious textures and finishes. The messaging focuses on the clean ingredients and skin benefits, which appeals to the brand’s target audience of health-conscious consumers.

For example, an ad for the Baby Cheeks Blush Stick might highlight the product’s nourishing ingredients, such as jojoba seed oil and berryflux vita, while showing how the blush can be effortlessly blended into the skin for a natural flush. This approach ensures that the ads are both informative and visually engaging, striking the perfect balance between luxury and education.

2. Video Ads: Demonstrating the Art of Application

Westman Atelier frequently uses video ads to demonstrate how to apply the products, with Gucci Westman herself often leading the tutorials. These videos not only show the effectiveness of the products but also position Gucci as a trusted expert who can guide customers in achieving professional results at home.

This type of content is especially effective in driving conversions, as it gives consumers confidence in their ability to use the products. By seeing the application process firsthand, customers are more likely to make a purchase, knowing that they can replicate the results on their own.

Makeup By Mario’s advertising approach is rooted in authenticity, reflecting Mario’s persona and professional approach. Ads focus less on hard selling and more on educating consumers and telling a story. Instagram and YouTube remain the dominant platforms for advertising, with a heavy reliance on video content that demonstrates the product’s capabilities in action.

1. Influencer Collaborations: Amplifying the Message

Makeup By Mario’s influencer strategy involves partnering with beauty influencers who share Mario’s commitment to quality and artistry. Collaborations are not overly commercial, but instead, influencers offer genuine reviews and tutorials using the products. Influencers often emphasize the artistry behind the product, rather than just focusing on the final result, aligning with Mario’s ethos of beauty as a craft.

One standout example is the Master Metal Manipulator Campaign, where influencers demonstrated the innovative metal palette and mixing liquid. Instead of typical product placement, influencers showed viewers how to transform the eyeshadows into molten metallics, emphasizing the artistry and versatility of the product. The creative nature of the product itself, paired with these influencer collaborations, generated significant buzz and organic reach.

2. Behind-the-Scenes Content: Humanizing the Brand

Another unique advertising strategy involves behind-the-scenes content that takes followers inside Mario’s world. Ads on Instagram often feature snippets of Mario developing new products, doing celebrity makeup, or preparing for photo shoots. This type of content humanizes the brand, allowing followers to connect with the creative process and see the work that goes into each product.

The “making-of” type ads are successful because they don’t feel like advertisements—they feel like an exclusive glimpse into the mind of a world-renowned makeup artist. This approach draws customers into the story of the brand and builds a stronger emotional connection to the products.

Saie’s paid advertising strategy mirrors its organic content, emphasizing authenticity and aligning with its clean beauty mission. Instead of highly polished, overly commercialized ads, Saie often uses influencer-generated content or short-form, behind-the-scenes style videos that feel genuine and relatable.

1. Influencer-Led Video Ads on Instagram and TikTok

Saie’s Instagram and TikTok ads often feature micro and macro influencers using the products in real-life scenarios. For example, a common ad format includes influencers demonstrating their daily makeup routine using Saie products, providing a glimpse into how the brand fits seamlessly into everyday life.

The simplicity of these ads resonates with Saie’s audience, who are likely to trust influencer testimonials more than traditional advertisements. These ads often have a conversational tone, as the influencers are speaking directly to the audience, making the content feel personal and relevant.

2. Instagram Stories Ads Featuring Limited-Time Offers

Saie frequently uses Instagram Stories ads to promote limited-time discounts or special bundles. These ads are designed to create urgency with phrases like “Get Yours Before They’re Gone” or “Limited Stock Available.” By offering time-sensitive deals, Saie drives quick conversion while maintaining the clean and minimal aesthetic that reflects its overall brand.

The ads are often paired with user testimonials or short tutorials, demonstrating the products in action and encouraging users to swipe up to shop.

Morphe’s social media advertisement strategy revolves around bold visuals, influencer partnerships, and storytelling. The brand places a heavy emphasis on video content, as it allows for dynamic demonstrations of product usage and transformations, a key aspect of makeup marketing.

1. YouTube Tutorials and Influencer Content

YouTube has been one of Morphe’s strongest platforms, primarily due to the brand’s collaborations with beauty influencers. Morphe frequently partners with influencers to create makeup tutorials that showcase new product launches and makeup techniques. For example, when launching the James Charles Artistry Palette, the brand featured numerous tutorials from influencers across different channels, demonstrating the versatility of the palette.

These tutorials not only highlight the product’s features but also make the learning experience interactive and accessible. Users who may not be professional makeup artists can see how the products work in real-life scenarios, which increases purchase intent. The authenticity of influencer-led tutorials makes them more trustworthy compared to traditional advertisements.

2. Instagram Shoppable Posts and Video Ads

Morphe effectively uses Instagram’s shoppable posts and video ads to create a seamless shopping experience directly within the app. By showcasing makeup looks created using their products, Morphe makes it easy for users to click and shop the featured items.

The brand’s Instagram video ads often feature quick, attention-grabbing tutorials or product reveals, accompanied by calls to action that direct viewers to the Morphe website. These ads are visually striking, utilizing bright colors and bold fonts that appeal to younger audiences. Video ads on Instagram Stories are also a key part of Morphe’s strategy, as they offer a more immersive and immediate experience for users scrolling through their feeds.

Social media has always played a crucial role in Laura Mercier’s brand-building efforts, and the brand excels at creating campaigns that feel personal and engaging. One standout campaign was the #MercierMuse campaign, which encouraged followers to share their makeup looks using Laura Mercier products.

What made #MercierMuse unique was the brand’s focus on diversity and inclusion. The campaign celebrated women of all backgrounds and skin tones, positioning Laura Mercier as a brand that caters to everyone. By featuring a wide range of influencers, including micro-influencers, and encouraging customer participation, the campaign had a ripple effect. Fans and followers of the featured influencers eagerly participated in the hashtag challenge, posting their own looks and further amplifying the brand’s reach.

The brand’s clever use of Instagram’s algorithm also played a key role in the campaign’s success. By frequently reposting user-generated content and tagging the original creators, Laura Mercier kept engagement levels high, while also ensuring that their posts appeared on the feeds of users who were following the influencers involved in the campaign. This organic approach allowed the brand to significantly expand its reach without relying solely on paid media.

Another successful campaign was the “Caviar Stick Eye Shadow” launch. Rather than relying on static images or traditional advertisements, the campaign heavily featured Instagram Reels and TikTok videos. The short-form content highlighted makeup tutorials and transformations using the product, capitalizing on the virality potential of these platforms. By creating content that was easy to share and recreate, Laura Mercier tapped into a younger demographic, making the product launch relevant for beauty enthusiasts who favor quick, engaging content.

Tropic Skincare’s advertising strategy focuses on storytelling, highlighting both the efficacy of its products and its ethical mission. The brand’s ads are visually stunning, featuring vibrant imagery of tropical ingredients, but they also carry a deeper message about sustainability and transparency.

1. Instagram Story Ads: Highlighting Hero Ingredients

One of the most effective advertising formats for Tropic is Instagram Story Ads, where the brand showcases its hero ingredients, such as tamanu oil, baobab extract, and Australian kakadu plum. These short, visually captivating ads highlight the natural, powerful ingredients that set Tropic products apart from conventional beauty brands.

The ads often include a swipe-up feature that directs users to product pages or informative blog posts about the benefits of specific ingredients. This educational approach not only drives traffic to the website but also builds trust with consumers by demonstrating the science behind the products.

2. Facebook Ads: Impact-Driven Storytelling

Tropic’s Facebook ads often take a storytelling approach, focusing on the brand’s commitment to sustainability and ethical sourcing. One successful ad campaign featured the story behind Tropic’s partnership with a community in Madagascar, where the brand sources baobab oil. The ad highlighted how purchasing Tropic products directly supports the local community, creating a positive impact on both the environment and the lives of those involved.

This impact-driven storytelling resonates with conscious consumers who want their purchases to make a difference. By connecting its products to real-world stories of change, Tropic strengthens its brand values and encourages customers to feel good about supporting a company that aligns with their own ethics.