Client: Toups & Co. Organics
The primary challenge for Toups & Co. was to break through the noise of crowded "clean beauty" marketing by establishing them as a premier ancestral-based skincare brand. The objective was to create high-converting video creative that built instant brand authority and communicated product purity. We wanted to educate consumers transition from conventional makeup and skincare to non-toxic alternatives (specifically around tallow-based skincare and non-disruptive ingredients), and also reach those already interested in clean beauty to show them why Toups & Co. should be their brand of choice.
Role: Performance Video Editor
Role: Performance Video Editor
Format: Paid Ads
Role: Performance Video Editor
A key audience insight is that consumers are skeptical of "greenwashing" in modern clean beauty. They want complete ingredient transparency, natural alternatives that do not disrupt hormones, and real results without synthetic fillers. With this in mind, the strategic approach was to position Toups & Co around the concept of "Ancestral Formulas Made for Modern People." Bridge the gap between traditional wisdom (using 100% grass-fed tallow, frankincense, and simple organic ingredients) and modern luxury cosmetics (high-performance liquid foundations and serums). We did this through the use of UGC content that educated on specific products, ingredient, and product features, as well as through honest customer testimonials, reviews and founder storytelling.
Role: Performance Video Editor
Role: Performance Video Editor
Role: Performance Video Editor
