A key objective for allbeauty was increasing social engagement among women aged 35+ by producing content that genuinely resonated with their interests and experiences.

I worked on developing content pillars focused on skincare routines, beauty regimes and recommendations, wellness, and age-inclusive beauty conversations.

The strategy prioritised community-focused content over heavily promotional posts, helping to build stronger audience relationships and increase organic interaction. Through consistent content planning, platform optimisation, and audience-led creative decisions, the brand saw continued growth in engagement and community participation.