Paula’s Choice #GIFTTHEGLOW

Beauty Brand Fans

In 2021, Paula’s Choice’s 2% BHA Liquid Exfoliant was all over Instagram and TikTok. And for good reason – it’s a formula that promises instant results and skin that glows.

Building on the virality of their 2% BHA Liquid Exfoliant, we encouraged existing Paula’s Choice users to share their skincare secrets and #GiftTheGlow to loved ones for Christmas. A firm focus on brand fans kept the campaign as real as the amazing results Paula’s Choice promises.

Key Objectives

Key Objectives


Generate buzz and drive brand awareness around the Paula’s Choice gifting range in the lead-up to Christmas.


Showcase the multi-faceted uses of Paula’s Choice skincare collection through creative, engaging video and static content.


Create a bank of high quality content to be repurposed across Paula’s Choice social channels over the festive season.

Total Brand Fan Reach

Engagement Rate

Total Impressions

Brand Fans Activated

Total Engagements

Earned Media

Content Shared