First lip gloss campaign checklist

A first lip gloss campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm a live product in three shades that are in stock, not a fake storefront actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 18-28, already bounced off a sticky drugstore gloss and a hyped shade that sold out before they got paid, watches ‘this gloss is sticky’ and bathroom-mirror-shade videos after school or a shift.
Write the problem in their mouth: It looked wet in the video and it is glue on my mouth.
Write what they already quit: a sticky drugstore gloss, a hyped shade that sold out, and a balm they wish was glossier.
Write what they watch: sticky-gloss, sold-out-shade, bathroom-mirror swatches, ‘I bought the hyped one and it is glue’.
Write the reject: the 3M GRWM who will bury the gloss in 40 other PR items.
Write adjacent so the phone does not smear: bathroom swatches, sticky-hate, not full glam tutorials.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone pressing lips together and showing a string of gloss. Signal: the same sticky-string face two bathroom nights.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #lipgloss as a roster method.
Email. The contact is usually in a small swatch-account bio, not a PR house. Name a real video. Ask for the phone number.
If they won’t give a number, move on. GRWM accounts quote beauty-haul rates on a $14 SKU.
On the call, Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Talent extra.
Send the contract while the yes is still warm. Scout $1,500 / Outreach $2,500 / Dealmaker $5,000.
The gloss on a real mouth, shade name that matches the PDP.
Tell them what to film: wear the in-stock shade, show the sticky test, drop the code. Do not ask for a 40-item GRWM. Ask them to wear the live shade to a shift.
Give each creator their own code. Unique codes or Shop sales, not a swatch with no checkout.
Do not run a launch day on the same morning if you wanted isolation.
Two follow-ups, then stop. If you do this right, ie at scale, you will have many other creators to choose from.

Doing the scroll by hand is kind of soul-crushing. Like a full glam and you will leave the sticky-rant. No demo. No download guarantee. You approve every creator and every rate.

Sticky-gloss rants already have the audience; a live $14 shade they can actually check out is the only SKU worth briefing.

First lip gloss campaign checklist

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