The Challenge
SOSU Cosmetics is an Irish beauty brand known for Dripping Gold tan, lashes and makeup, sold online and through retailers including Primark and Penneys. Beauty launches are won in the first fortnight, and SOSU needed creators applying and reviewing new products at the moment they hit shelves.
SOSU partnered with Terrier Agency for a launch-led creator campaign across the UK and Ireland.
Our Approach
We built a creator set across tan, lashes and makeup and timed content to product launches.
- Creators covered beauty specialists and everyday users so the content ranged from tutorial to honest first try
- Briefs centred on application and finish, the two things a viewer checks before buying
- Posting was concentrated into launch windows to build momentum while the product was new in store
- Content was reviewed against brand guidelines and usage rights agreed in advance
The posts linked from this page show the application-led format.
The Results
Sixty-five pieces of content generated 580,942 estimated views at a 6% engagement rate, a strong rate for the beauty category and a library of creator reviews SOSU can use across its own channels and retail listings.
Why Launch Timing Drives the Rate
A 6% engagement rate on sixty-five posts reflects content landing at the right moment. When creators are applying a product in the same week it appears in Primark and Penneys, viewers can act on what they see straight away, and comments and saves climb. The 580,942 estimated views gave each launch an immediate audience, and the honest first-try reviews are the kind of content SOSU can carry across its own channels and retail listings.
