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.

Penhaligon’s advertising strategy on social media takes advantage of the visual nature of platforms like Instagram and Facebook, using striking imagery, animation, and video to capture attention. However, the brand doesn’t rely solely on beautiful visuals—it ties its ads back to the narrative themes that define each product.

1. Instagram Story Ads: Interactive and Immersive

Penhaligon’s has effectively used Instagram Story ads to promote its fragrances in a way that feels immersive and interactive. For the launch of its Portraits Collection, the brand ran a series of Instagram Story ads that featured short, cinematic clips introducing the characters in the collection. Viewers were invited to swipe up to learn more about the character’s story or take a quiz to find out which character best matched their personality.

This strategy not only increased engagement by allowing the audience to interact with the content but also deepened their connection to the brand by drawing them into the narrative world of the Portraits Collection. The swipe-up feature drove traffic directly to dedicated landing pages for each fragrance, making it easy for viewers to explore further and make a purchase.

2. Facebook Carousel Ads: Showcasing Collections

On Facebook, Penhaligon’s has used carousel ads to great effect, particularly for showcasing collections like the Trade Routes Collection. Each card in the carousel focuses on a different scent from the collection, highlighting the unique ingredients and inspirations behind each fragrance.

For example, the carousel ad for the Trade Routes Collection might feature one card dedicated to “Halfeti,” with its deep, woody notes inspired by Turkish roses, and another card highlighting “Empressa,” a floral fragrance with notes of peach and blood orange. This format allows Penhaligon’s to present its fragrances as part of a broader collection, while giving each scent its own moment to shine.

By including clear, enticing calls to action such as “Discover the Collection” or “Shop Now,” Penhaligon’s ensures that the ads not only educate consumers about the brand’s unique fragrances but also drive traffic and conversions.

Lush UK has taken an unconventional approach to social media advertising. While many beauty brands rely heavily on paid promotions, Lush focuses more on organic reach and mission-driven content. However, the brand has used creative and strategic ads to drive awareness and conversions when necessary.

1. Instagram Ads: Ethical and Engaging

Lush’s Instagram ads are typically aligned with the brand’s core values. One standout example was an ad campaign promoting its Ethical Buying Initiative, which highlights the brand’s efforts to source ingredients sustainably and fairly. The ads featured real farmers and suppliers, offering a behind-the-scenes look at Lush’s ethical sourcing practices.

These ads weren’t just about selling products—they were about telling a story. By focusing on the human and environmental impact of its supply chain, Lush was able to differentiate itself from competitors while deepening the emotional connection between the brand and its audience.

The brand’s Instagram ads also often feature short videos or animations showcasing products in action, such as bath bombs dissolving in water or shampoo bars lathering up. The vibrant visuals and ethical messaging make these ads stand out while keeping them aligned with Lush’s brand values.

2. Facebook Carousel Ads: Highlighting Product Benefits

Lush has effectively used Facebook carousel ads to showcase multiple products in a single ad format. For instance, during the launch of its Shampoo Bars, Lush ran carousel ads that highlighted different variants of the bars, showcasing their unique ingredients and benefits. Each card in the carousel focused on a specific selling point, whether it was eco-friendly packaging, specific hair care benefits, or exotic ingredients like Argan oil.

This strategy allowed Lush to educate consumers on the variety within its product line while emphasizing the broader narrative of sustainability. The ads were visually engaging and included direct calls-to-action, such as “Shop Now” buttons that led users to the relevant product page.

ILIA Beauty has taken a thoughtful approach to social media advertising, focusing on storytelling, education, and authenticity. Rather than bombarding consumers with traditional ads, the brand uses social media ads to provide valuable content that resonates with its target audience.

1. Instagram and Facebook Video Ads

ILIA Beauty’s video ads on Instagram and Facebook often center around education. The brand frequently produces short-form video content that breaks down product ingredients, showcases application tips, or highlights the benefits of using clean beauty products. This educational approach helps to differentiate ILIA from other beauty brands and builds trust with consumers by demonstrating transparency.

For instance, ads for the Super Serum Skin Tint SPF 40 showcased the three-in-one benefits of the product: skincare, makeup, and sun protection. The ads featured diverse models applying the product in different skin tones and provided before-and-after results to show its effectiveness. These video ads not only showcased the product’s versatility but also created a compelling narrative around the need for high-performing clean beauty products.

The ads were targeted to specific audience segments based on their interest in clean beauty, skincare, or cosmetics. By ensuring that the content was both informative and visually appealing, ILIA’s video ads effectively drove engagement and conversions.

2. Carousel Ads for Multi-Product Routines

ILIA Beauty also uses carousel ads to introduce consumers to its full range of products by showing how different items work together in a routine. For example, the brand ran a carousel ad campaign that demonstrated a full skincare and makeup routine featuring the True Skin Radiant Priming Serum, Super Serum Skin Tint, and Balmy Gloss.

Each carousel card focused on a specific step in the routine, providing users with detailed product information, application tips, and the overall benefits of using the entire regimen. This strategy not only highlighted the individual products but also encouraged consumers to purchase multiple items as part of a holistic routine, thereby increasing the average order value.

By focusing on product education, visually compelling imagery, and step-by-step guidance, ILIA’s carousel ads were able to attract new customers while encouraging existing customers to expand their product collections.

Daughter Earth’s social media advertising strategy is rooted in storytelling, precision targeting, and visually arresting content. Their ads are designed to appeal to consumers who care about what they’re putting on their skin, as well as the broader impact of their purchases.

1. Facebook and Instagram Video Ads

One of the most effective advertising strategies for Daughter Earth was the use of short, educational video ads across Facebook and Instagram. These ads focused on ingredient spotlights—such as adaptogens, antioxidants, and natural oils—breaking down the science behind why these ingredients are good for the skin.

For instance, for the launch of the Wild Sea Buckthorn Cream, there was a series of video ads that showed the ingredient’s journey from wild-harvested fields to the final product. The videos were short but impactful, with stunning visuals and clear messaging about the benefits of the product. The ads also featured testimonials from users who had seen improvements in their skin, adding a layer of social proof.

These videos were targeted to specific audience segments based on interest in natural skincare, sustainability, and wellness. Retargeting ads were also employed for users who had visited the Daughter Earth website but had not yet made a purchase, keeping the brand top-of-mind and encouraging them to take the next step.

2. Instagram Stories and Shoppable Ads

Instagram Stories has been a powerful tool for Daughter Earth’s advertising strategy. By utilizing the interactive features in Stories, such as polls, quizzes, and swipe-up links, we helped Daughter Earth engage with their audience in an interactive, yet non-intrusive way.

For the launch of their Botanical Face Mist, a series of shoppable Instagram Stories was created, showcasing real-time use of the product by influencers and customers. The stories included a swipe-up option that linked directly to the product page, allowing for seamless conversion from engagement to purchase.

This format worked particularly well with Daughter Earth’s audience, who value authenticity and enjoy seeing real-world applications of products. It allowed potential customers to not only engage with the content but also purchase with just a few taps, making the shopping experience more frictionless.

Drunk Elephant’s social media advertising strategies reflect a deep understanding of their audience. By focusing on precision targeting and creative ad formats, they were able to capture attention, drive conversions, and foster long-term loyalty.

1. Instagram Carousel Ads

One of the most successful advertising strategies has been Instagram carousel ads. Drunk Elephant used carousel ads to introduce multi-step skincare routines, allowing users to swipe through different products that complement each other. The ads feature vibrant images, testimonials, and a clear call-to-action (CTA), encouraging users to learn more about each product.

For instance, they ran an ad campaign for their Protini Polypeptide Cream, highlighting its benefits as the final step in a full skincare regimen. The carousel format allowed them to explain each step, from cleansing to moisturizing, showing how their products work together.

2. Influencer-Centric Instagram Stories

Drunk Elephant effectively partnered with micro-influencers and skin care experts on Instagram Stories to run targeted ads that felt organic. By utilizing the story feature, the influencers provided quick tutorials on using Drunk Elephant products, focusing on ease of use and benefits. These ads worked exceptionally well because they aligned with how consumers naturally engage with beauty content on the platform—short, informative, and relatable.

By using micro-influencers instead of large celebrity endorsements, the brand kept the tone personal and approachable, which was more in line with their clean, clinical brand positioning.

3. Retargeting Ads with Customer Reviews

Drunk Elephant also effectively used retargeting ads to follow up with users who had previously engaged with their website or social media but had not yet made a purchase. One of their most creative retargeting strategies was to use video reviews from real customers in these ads, showing before-and-after results using specific products.

For example, for their T.L.C. Sukari Babyfacial, retargeting ads showcased real customer stories and testimonials, focusing on how the product improved their skin texture and clarity. These ads helped convert potential customers who were already familiar with the brand but needed an extra push to make a purchase.