About This Playbook

The brief: a skincare brand launching a peptide serum and a peptide eye cream, sold on its own site and through one beauty retailer. The audience is 25 to 45 and follows skincare creators closely on Instagram. The goal is product awareness and site visits from people who already care about ingredients.

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In this example, the brand works with Baseamp on an eight-week Instagram program: Reels for reach, carousels for ingredient education and Stories with link stickers for traffic, all built around the brand's approved claims list.

Challenge

Skincare peptides sit in a gray zone. Cosmetic claims about how skin looks are fine, but claims about how skin works or what a product repairs can push a cosmetic into drug territory with regulators. Creators who mix the two up put the post and the brand at risk, even when the content looks harmless.

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Instagram skincare audiences have also seen every serum launch format. Close-up texture shots no longer stand out, and before-and-after images carry their own claim risk. The content needs a reason to be saved, not just a reason to be liked in passing.

Strategy

Creator Mix: 15 Skincare Creators on Instagram

We would book 15 Instagram skincare creators, mostly micro with a few mid-size names, who already talk about ingredients rather than just aesthetics. Shortlists favor creators whose saves and comments show an engaged audience, and every audience is checked for location and age fit.

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Formats: morning and evening routine Reels, ingredient explainer carousels on what peptides are and how they fit a routine, and 4-week routine diaries in Stories. Captions describe how skin looks and feels, never what the product repairs, and every caption is approved before it is posted.