Podcast -style
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
Re-creates a popular TikTok format currently which is taking bite-size clips from longer-form content.
The creator faces away from the camera as if they were talking to someone else in the room. Quick cut editing for a natural feel.
Explanation of product experience in the third person, referring to a friend or something they 'heard' about the service and how great it was.
No product demo, but hooks viewers like they're listening into a 'private conversation'.
Must have a professional looking microphone so it looks like you're on a podcast.
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WHO ARE WE?
And Begin is the new forward-thinking, personalised treatment skincare brand made for midlife skin. We’ve taken our data and learnings on Gen X women and coupled this with peerless dermatological authority to create midlife-specific personalised skincare that delivers undeniable results.
Together with the data collected and our midlife dermatological experts, we understand the needs and physiological changes of midlife skin. They want efficacy, luxury, and visible results.
OUR BRAND PURPOSE
Women in this demographic on the cusp of a new chapter in their lives. And Begin is here to champion midlife women beginning this next stage and ensuring their skin keeps up with them.
We are dedicated to creating skincare with no compromises, just undeniable results.
Because we believe your skin can have it all.
Introducing our hero product - The Revolution. An innovative Serum-in-a-Cream that delivers everything your midlife skin needs.
Personalised to you, The Revolution is formulated using a 1, 2, 3 Age Management System combining potent ingredients with proven cosmeceutical actives in a luxurious and nourishing cream.
1 - Core Prescription Ingredients: Powerful and clinically proven to improve fine lines, hyperpigmentation and firmness. Dosed at your ideal level.
2 - Cosmeceutical Actives: Selected to enhance midlife skin and complement the efficacy of your core prescription ingredients. The gold standard for age-management to advance radiance, smoothness and luminosity.
3 - Soothing Hydrating Blend: A personalised blend of deeply nourishing and moisturising ingredients that aids the tolerance of your core prescription ingredients. Personalised to your needs.
How to apply:
The Revolution is designed to be used nightly. For a generous skin treat, apply to freshly cleansed and dry skin. Use two pumps if applying only to the face or three pumps if applying to the face and neck.
Please create a script that is natural and authentic to you! This must be shared with rachel@usetwirl.com ahead of filming :)
Key messaging/script to talk about in the brief TBC, but here are some key brand messages for now:
By completing an online dermatology consultation each bottle of The Revolution is highly personalised to suit your individual skin needs.
Every consultation and photo is reviewed by our expert dermatology team. They will take into account your skin goals, lifestyle and medical history to formulate the perfect personalised solution that you won’t find on the high-street.
Enjoy highly personalised branding, with your name on every bottle and an elevated customer experience.
You could show an unboxing of The Revolution and speak about the personalisation process and how it is unlike other high street brands and feels more luxurious.
Optional Additional Messaging:
And Begin uses a 1,2,3 Age Management system combining potent ingredients and cosmeceutical actives that really work in a soothing hydrating blend..
All of the And Begin Dermatology Team are authorities in midlife skin - They know how it physiologically changes and understand the very best combination of ingredients to manage the ageing process.
Key Shots
unboxing - shows the luxury packaging
showing the product from a first person perspective (taking product out and applying some on the hand)
applying the product on face
smiling after applying the product
You will need to share a script / storyboard ahead of filming to rachel@usetwirl.com
DO
Please film in natural bright light
Add engaging captions to your video! remember to submit the version with and without!
Keep it lively and energetic - we want to encourage the audience!
Shoot high-res
DON'T
Don't sound like you're reading off a script
Don't film via TikTok app. MUST use CapCut or similar.
No blurry footage, not being able to see the product or you clearly
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Our mission
We want the And Begin woman to boldly exist in her space and to be at home in her skin. To know she is seen, accepted, and to feel represented. Her age means nothing to us, but her stories, experience and wisdom are everything. To her our products bring moments of joy with results that make her feel good. Our brand is her tribe, her community, a place where she belongs. We have the radical notion to dismantle the idea that ageing is to be prevented and that the goal is always youth. Instead, we champion the beauty of her spirit reflected in healthy skin. We encourage a life being lived unapologetically; the freedom to define yourself
Our purpose
We exist to make ageing aspirational. To eradicate stigma and celebrate the privilege of a life well-lived. To inspire, encourage, empower, and support every woman (person) to live fully and wholly as the most vibrant version of themselves. We are pro-ageing not anti-ageing
We want women over 40 to feel seen, heard and understood. We celebrate the aesthetic of ageing skin. The wisdom. Knowledge, life experiences and stories of our customers.
We are elevated but not pompous
All videos MUST have a 'Premium' feel.
Represent our Brand values:
- Maverick Bring a breath of fresh air to an ageist industry. We challenge the status quo and do things differently.
- Vivacious Be a champion of self-confidence. We’re full of energy and enthusiasm for what we do
- Engaged Breakdown barriers and boost impact. We listen to our community and are inspired by their best skin yet
- Supportive Believe in the power of community. We have found our tribe and we welcome you into our skincare sanctuary
TOV WRITING RULES (this will apply to creators and their scripts)
Every word we write and every sentence we craft is an opportunity to connect with our customers and:
-Elevate the experience
-Awaken the senses
-Answer questions
-Make connections
-Show empathy
-Create delight
'This and These'
When we talk about our product(s) we say ‘this’ and ‘these’.
Example:
This retinoic acid is designed to treat the first signs of ageing.
This formulation…
This night cream…
These bespoke products…
Elongate to elevate
Short words are great for everyday and saying what needs to
be said. However, sometimes we can indulge our customer with longer word choices and scientific/technical language.
Example:
Best - Optimum Strength - Potency
Goals - Aspirations Formula - Formulation
Helps - Alleviates Dark patches - Hyperpigmentation
Beautify your adjectives
Plump for adjectives dial down the hard sell and paint a more sensorial picture.
Example:
Great - Sublime Soft - Velvety
Beautiful - Exquisite Glowing - Luminous
Effective - Efficacious Creamy - Sumptuous
Set the scene
Add a layer of detail at the start of the sentence to describe the action that follows. Add a sense of occasion to the ordinary.
Example:
When - Before bedtime, apply lashings of this luscious night cream to your face and neck.
How often - Every day, indulge in your bespoke brightening ritual.
Where - In the mirror, see your lines reduced and confidence increased.
How it happens - With dedicated use comes undeniable results.
SkinRocks, Medi8, Augustinus Bader, Proven Skincare, Beauty Pie, Barbara Strum, Zelens
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