L'Oréal USA - Makeup.com Social Videos

Background

L'Oréal, a worldwide leader in cosmetics and haircare, needed a steady stream of UGC and influencer vertical-video content for their Makeup.com social channels across TikTok, Instagram, and YouTube. Under the direction of the content team at Jellyfish, I signed on as their lead video editor.

How I helped

Makeup.com needed 7 to 10 original quick-turn vertical videos a week, each one usually from a different creator, influencer, or producer. To hit that cadence reliably I built a new workflow around Monday.com, custom tooling, and After Effects automations, while editing one to three makeup tutorials, trending posts, and viral memes a day.

The constant pace also meant constantly analysing and reassessing formats, to hone in on the thumb-stopping shapes that actually succeed in a crowded feed.

The results

Makeup.com's follower count continues to climb, with many of my edits overperforming — the top videos exceeded 500K views on Instagram alone. On the continued performance of the video assets across L'Oréal's dot-com verticals, L'Oréal renewed its contract with Jellyfish for ongoing management and production of the channels.