Soeurette Productions: «Communities must play a role in the creation of beauty content»

[Dimaeiya333]

Beauty brands and content creators, who have long since become the vanguard of social media influence, continue to push the boundaries of the medium to deliver ever more creative and impactful campaigns. But what is the impact of an increasingly narrow market where more and more brands and creators are vying for market share, and where audiences are turned off by the constant bombardment of messages? In this interview, CEO of Soeurette Productions, a consulting agency for beauty and fashion brands and content creators, Janane Boudili, warns that closer relationships and content collaborations between brands and KOLs will continue to be key, as they must also find ways to include communities in the process so as not to lose them along the way.


What are the key trends in beauty influence?
There are two main trends: luxury products, and whereas before it was selective products, now it's wellness, health, holistic beauty. Everything that is about cleanliness, formulas, looking and feeling good inside and out.

Another big trend is the perfume market, which is very strong on social media. It is quite new. Luxury perfumes are new [to influence] with images and messages of empowerment. There is also a trend that looks at the composition and ingredients of the perfume. With perfume, more importance is given to the message, to daydreaming, to charm.

This interview is an excerpt from our Beauty Report for 2023 .

How important is co-creation in the beauty sector?
We encourage our talents to really understand the brand culture. Influencers are not billboards: our strategy is to immerse the influencer in the story.

We say no to a lot of collaboration requests. When a talent agrees to a collaboration, it’s important that they listen, have lunch with the brand, and share their stories so that the content is co-written and co-created . We work for a lot of b vp maintenance mailing lead eauty brands that have to adhere to strict regulatory frameworks. In beauty, there are a lot of scientific and educational aspects [to communicate in] brand communication and how your products are going to benefit the KOL.

Talents have the final say on who they work with. Content creation is an art , it involves a lot of ideas. We discuss editorial lines, which can depend on events in their life, such as if they just had a baby, moved house or changed their lifestyle. It's about following the evolution of a young person's life and adapting to it. In this profession, just like us as consumers, the same talent can have different products and desires, and share this honestly and openly with their community.

The beauty sector is the most advanced and the most future-oriented . They are way ahead in terms of how they treat talent. Some brands, like Clarins, have given us instructions that give talent carte blanche. There is a huge demand for content creators. In beauty and fashion, there is a lot of freedom. We are pushing brands to move in that direction and to trust content creators, because they are the ones who know their communities and who sell.