The texture shot
The product on its own, filmed very close: the cream spreading, the serum running, the powder settling. Fifteen seconds is enough, and it is the most reused shot in a campaign.
Beauty & personal care UGC creators
Beauty video happens close up: the texture of a product, the gesture that applies it, skin as it actually is. Framing and light decide the result more than the edit does.
What to pin down in the brief
The light, and where it comes from
Three-quarter daylight or a ring light do not render the same skin. Say which you want, or you will get whichever the creator owns.
The close-ups
Texture, application, result: name the ones you expect and their order. A macro shot is a different shoot from a mid shot.
What must not be said
Claims about skin are regulated. Write down the words that must not be spoken as carefully as the message itself: that is what a brand can hold you to.
What gets ordered most here
The routine
Three to five steps in a row, in the order the product is used. This is the format that explains a use to someone who has never held the product.
The piece to camera
The creator talks about the product with no demonstration. Short, direct, and the one that survives being recut into an ad.
Questions particular to this niche
- Can I ask for a before and after?
- Yes, but it is the most tightly regulated format in the sector: a result shown is a claim. Write into the brief what may and may not be said, or the creator will decide in your place.
- Does the skin have to be bare?
- If the product goes on bare skin, say so. It changes what the creator will accept, and they are better off knowing before they quote a price.
- Is evening light a problem?
- For texture, yes. Artificial light yellows whites and flattens the relief of a cream. If colour rendering matters, ask for daylight and accept a longer turnaround.
Creators in this niche
Searching…
Arbitrary order, drawn again each day. Nobody is put first.