Content marketing is not what it used to be. Gone are the days when brands could post pretty pictures on Instagram and call it a strategy: now, consumers want to be engaged with in ways that are unique, authentic, valuable and culturally relevant. Brands need to be on their toes, meeting audiences where they are in increasingly inventive ways and staying abreast of how their activities are tracking in order to optimize them in real time.
Sound daunting? It doesn’t have to be. While it may not be easy for fashion and beauty brands to master the art of content marketing and cut through the noise, it’s certainly possible once you have the right tools and approach.
One thing that can help is studying how other brands are winning at content marketing and taking inspiration from their successes. From there, it’s a matter of understanding your own target audience—what drives them, what matters to them, what they want—so you can hone your strategy and use content to connect with them at every touchpoint.
Below, we’ll take a look at some recent beauty and fashion content marketing examples that stand out for their strategic brilliance and creative genius, and find out what we can learn from them.
Why Content Still Reigns in Fashion & Beauty
Content was once an optional add-on for brands, but now, it’s a crucial part of every fashion and beauty marketing strategy. Consumers now turn to social media for everything from brand discovery to purchase—and they’re not just buying products, they’re buying into brand values. They want content that informs, inspires and helps them feel part of a like-minded community, which ultimately drives long-term loyalty.
To resonate across multiple touchpoints, brands now rely on a strategic mix of owned, earned and influencer-driven content. While the success of that content was once difficult to measure, brands are now able to benchmark their marketing activities using tools like Media Impact Value® (MIV®), a proprietary metric that assigns a dollar value to any media mention across platforms. In conjunction with Launchmetrics’ Voice and Channel mix, brands can see which voices—like Celebrities, Influencers, Media or their Owned channels—are driving the most value and adjust their strategies accordingly.
It’s this data-driven approach that has elevated content marketing to the next level. From TikTok videos to online editorials, being able to measure the ROI of any piece of content is what will empower your brand to optimize performance, justify spend and create the kind of content that keeps customers coming back for more.
5 Fashion & Beauty Content Marketing Examples
To understand what it really takes to attract and captivate the right audiences, we’re diving into standout content marketing examples from the fashion and beauty worlds. These highlight how leading brands are pushing boundaries and innovating in smart, strategic ways.
Turning Trends into Tools: e.l.f. Cosmetics x Pinterest
Have you noticed how color analysis has become a huge trend on social media lately? So did e.l.f. Cosmetics. And the brand cleverly jumped on the bandwagon by creating its own interactive color analysis tool in partnership with Pinterest.
This wasn’t a shot in the dark. Katie Dombrowski, VP of CPG at Pinterest, said they’d seen a 22x increase in interest around tools like “color season analysis” in the past year. The Pinterest team identified trending searches and used these to make curated boards around different color palettes.
Once users discover their best-matching shades via the interactive app, they’re seamlessly directed to shop e.l.f. products through those very Pinterest boards. Genius? You bet. According to Launchmetrics data, the campaign generated $77.3K in MIV from the brand’s Owned Media accounts in just the first three days.
Not ones to miss the opportunity to leverage different Voices, the team at e.l.f. also threw influencer marketing into the mix by teaming up with micro and mid-tier creators. By tapping into the expertise of color specialists and stylists, they not only expanded their reach but added a relatable, human touch to the campaign.
The key takeaway for fashion and beauty brands? Look for ways to turn trending behavior into personalized, shoppable experiences. Remember that your best results will come from basing your campaigns on data-driven insights—like e.l.f. and Pinterest did when they honed in on color analysis. That’s how you’ll turn strategic decisions into measurable impact.
Cinematic Branded Storytelling: Zendaya x On
When you’re crafting campaigns for the awareness stage of the funnel, you really want to grab attention and make audiences sit up and take notice. A beautifully crafted brand film is one way to do that. Throw a big name like Zendaya into the mix, and you’ve got a surefire way to take it to the next level.
On Running nailed it with their Zone Dreamers campaign. The fictional movie trailer is humorous, entertaining and filled with an array of On’s latest products. It hit its mark: the film has racked up over 5.5 million views on YouTube alone and generated major buzz on Instagram and TikTok. The brand’s Owned Media accounts drove $1.72M in MIV over multiple posts, while a single post from Zendaya garnered $709K.
This campaign also highlights a major benefit of brand ambassador marketing: the Voice Echo effect. Where big-name, culturally-relevant stars are involved, there’s bound to be ripples across other Voices such as Media. In this case, a single post by Vogue boosted the campaign’s MIV by $210K.
In a world of content overload, a bold and different brand film like this has the power to make people stop scrolling and truly engage. One of the most genius things about On’s campaign with Zendaya is that it left people wanting more. To maximize the impact of campaigns like this, measure what’s working and maintain momentum with follow-up posts and interactive touchpoints that deepen engagement.
Values-Based Partnerships: Charlotte Tilbury x Dallas Cowboys Cheerleaders (DCC)
At first glance, cosmetics and sports might seem worlds apart. But Charlotte Tilbury’s first-ever U.S. sports partnership proves otherwise—and it might just be a match made in marketing heaven. On June 7, 2025, the beauty brand announced its partnership with “America’s Sweethearts,” the Dallas Cowboys Cheerleaders, generating $83.8K in MIV from the launch post alone—over five times its average Owned media placement this year ($16K). Yes, audiences are excited—and part of that has to do with how well aligned the partnership is.
At the heart of the partnership is a shared belief in confidence, empowerment and women breaking boundaries. Charlotte Tilbury herself is known for championing female ambition and self-expression, and the DCC represent exactly that—women at the top of their game, demonstrating grit, discipline and star power in a male-dominated arena. As Charlotte Jones, Co-Owner and Chief Brand Officer of the Dallas Cowboys, put it, the partnership felt like a natural fit, “coming together around a shared purpose and making a positive impact in a way that feels authentic to both sides.”
As well as highlighting the importance of aligned values, this campaign offers a lesson in choosing partnerships that offer expansive content opportunities. In this case, there’ll be behind-the-scenes beauty routines, cheerleader spotlights, “Get Ready/Get Unready With Me” videos, and real-time glam moments at AT&T Stadium, where Charlotte Tilbury touch-up stations will give fans a chance to experience the magic themselves. This type of content means the brand can guide audiences from the awareness through to the consideration stage of the funnel, while also deepening engagement with long-term fans.
The bottom line? When your brand values truly align with a partner’s, the content writes itself. Don’t be afraid to think outside your category—an unexpected collaboration (like beauty and sports) can open you to new storytelling avenues and create a deeper emotional connection with your community.
Heritage Editorial Storytelling: Bottega Veneta’s “Craft Is Our Language” Campaign
Luxury buyers crave more than just beautiful products: they want to understand the how and why behind a brand. Bottega Veneta tapped into this desire with its “Craft Is Our Language” campaign, launched to mark the house’s 50th anniversary and combining a documentary-style film with rich editorial storytelling.
Hosted on Bottega Veneta’s website and promoted via earned media and PR, the campaign was crafted for the mid-funnel audience: discerning, high-consideration luxury buyers seeking depth and authenticity. Rather than pushing product, it invited viewers into the world of craftsmanship that underpins everything the brand creates.
The results? Since the launch, Bottega Veneta’s MIV rose by 42%, reaching $43.7M between May 29 and June 19 compared to the previous period. Celebrity ambassador I.N. drove particularly strong results, generating $4.3M in MIV, with a remarkable $861K per post.
While Instagram drove the highest share of MIV during the campaign period—no surprise, given its visual nature and influencer reach—print editorial also proved a powerful driver, contributing significantly despite fewer placements. For luxury brands, this is a reminder that high-quality print coverage is still worth pursuing: it builds credibility, prestige and long-term brand equity in a way that online still can’t match.
Brand-Owned Editorial Platforms: PORTER by Net-a-Porter
The best content marketing doesn’t look like marketing at all. Case in point: Net-a-Porter’s PORTER, a standout example of how fashion and beauty brands can build long-term loyalty through editorial.
Launched in 2014, PORTER is not new—but its continued success proves just how powerful lifestyle and editorial content can be when it comes to driving both brand equity and conversion. PORTER is worth studying because of how well it blurs the line between commerce and media (one of the first to do so), delivering always-on storytelling that inspires, informs and ultimately sells. PORTER has evolved with the times. What began as a print magazine has grown into a fully integrated digital hub spanning the Net-a-Porter website, social media channels and e-commerce app. In doing so, it has set the standard for how fashion brands can own their narrative and turn content into a true business asset.
Creating Content That Connects & Converts
These content marketing examples show that today’s most effective fashion and beauty brands are leaning into storytelling, utility and community—not just advertising. Whether it’s through cinematic films, interactive tools or long-form editorial, the common thread is content with purpose.
So, how can you replicate this success for your own brand? Beyond taking lessons from the marketing masters of the fashion and beauty worlds, you above all need clarity and visibility on your performance. That means analyzing performance by Voice, Channel and Region, and benchmarking consistently using metrics like Media Impact Value (MIV). It’s tools like these that will, ultimately, allow you to spot the right opportunities and take your content marketing strategy in the right direction.
Read more about MIV and how it works in this guide.
Get The Guide To MIV
Learn how it works in understanding brand performance measurement
By Launchmetrics Content Team
