The Challenge
Ayu Cosmetics is a contemporary makeup brand built on inclusive shades, performance formulas and unapologetic self-expression. Beauty is the most crowded category on Instagram, and a challenger brand needs product in real hands, on real skin tones, at a volume that makes it impossible to miss.
Ayu asked Terrier Agency to run an always-on creator programme across the UK and Ireland that would build a deep library of authentic product content and keep the brand in feeds week after week.
Our Approach
We built a large, inclusive creator list and briefed for genuine, hands-on product use rather than studio-style shots.
- Creators spanned precision makeup artists, skincare voices and everyday creators experimenting with colour
- Product was gifted so every Reel came from real application and real wear
- Briefs focused on shade matching, texture and finish, the things a viewer wants to see before buying
- Content was reviewed against brand guidelines before publication and usage rights were agreed up front
Reels from creators such as Zoe Loves Skincare, Gilda MD, Honesty by Chloe, Irma Bruzaite and Ellisia Lifestyle show the range of faces and formats the programme delivered.
The Results
The programme has generated 1,029 pieces of live content, 11,881,766 estimated views and 74,773 engagements across the creator set, giving Ayu a content library it can repurpose across its own channels and a steady stream of new audiences discovering the range.
Why Volume Matters for a Challenger Beauty Brand
A beauty shopper rarely buys on one exposure. Seeing the same shade range on several faces over several weeks is what moves a viewer from curiosity to a basket, and 1,029 pieces of content is the volume that makes that repetition possible. The 74,773 engagements are the more useful number for the brand: comments and saves on shade matches and finish are direct product feedback, and the library of creator Reels can run on Ayu’s own channels long after the campaign window.
