Key Takeaways
- Relatable routines can outperform polished brand creative
Casual formats such as GRWMs and everyday skincare routines helped Eminence create content that felt natural, credible and relevant to its audience.
- Creator fit matters as much as production quality
Selecting creators based on age, interests, content style and alignment with the featured product helped the brand produce stronger, more authentic content.
- A streamlined workflow makes UGC easier to scale
By centralizing creator discovery, communication and payments, Eminence reduced the manual work involved in running campaigns and created content more consistently.
Eminence Organic Skin Care is a professional skincare brand known for its natural, organic and results-driven products.
With a presence in more than 60 countries, the brand creates skincare products for a wide range of skin types, concerns and routines. Its approach is rooted in clean beauty, sustainability and visible results.
Creator-led content allows Eminence to bring those products to life through real people and everyday skincare moments, helping audiences understand how the products can naturally fit into their own routines.
How could Eminence create authentic skincare content that felt relatable, remained on-brand and could be repurposed across paid, organic and website channels?
Eminence needed a consistent supply of creator content that felt natural enough to connect with consumers while still meeting the brand’s creative and visual standards.
The content also needed to be versatile. Rather than producing assets for a single post or platform, Eminence wanted UGC that could support paid media, organic social and website content.
At the same time, the team needed a more efficient way to source creators, manage campaigns and produce content on an ongoing basis.
Authentic, Routine-Led Content
Eminence used UGC to create more natural representations of its products in use.
Rather than relying exclusively on polished branded creative, creators incorporated the products into GRWMs, skincare routines and other familiar lifestyle formats.
This helped the content feel organic, relatable and rooted in genuine product experiences.
Creator Selection Built Around Brand Fit
Each campaign was launched through the Creator platform with clear objectives, featured products and creative direction.
The Eminence team reviewed applicants and selected creators based on factors including age, interests, content style and overall fit with the campaign concept.
This gave the brand control over creator quality while allowing each partnership to retain the personality and authenticity that make UGC effective.
A Scalable Content Workflow
Creator helped Eminence streamline the operational side of its UGC campaigns, including creator discovery, communication and payments.
Processes that had previously been manual and time-consuming became more centralized and efficient.
This allowed the Eminence team to focus more of its time on strategy, creative direction and identifying the content formats that delivered the strongest results.
- 14% Decrease in Purchase CPA
- 3–4 New Videos per Month
- Women Aged 25–40 Top-Performing Demographic
- MetaTop-Performing Channel
Eminence’s creator content reduced purchase CPA by 14% compared with the wider campaign average.
The strongest-performing assets were casual, routine-led videos, including GRWMs and everyday skincare content. These formats allowed creators to show the products naturally while making the content feel familiar and useful to viewers.
One standout summer campaign featuring Phoebe Raye became Eminence’s highest-performing Meta ad, demonstrating that natural, personality-led UGC can outperform more polished brand creative.
The program also gave Eminence a repeatable content engine, producing approximately three to four new creator videos each month for use across multiple channels.
.avif){kind=small}
.avif)
