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In the fast-moving world of beauty, launching a new skincare product requires more than just great formulation—it requires sharp strategy, scroll-stopping content, and a deep understanding of what today’s consumers actually want from their skincare routines. As Social Media Lead on Charlotte Tilbury’s New Product Development (NPD) campaign, I helped shape the digital debut of Glow Toner—a gentle, acid-free, radiance-boosting toner designed to prep and resurface the skin.

The culture within social and creative roles often demands us to be always on — constantly connected, endlessly reactive, and creatively “switched on” 24/7. But what’s the cost of that expectation? I recently spoke with Salt, one of the UK’s leading creative recruitment agencies, about what it means to protect your well-being while working in fast-paced, digital-first roles.

In 2025, creating content that looks good is no longer enough. Audiences expect more. They want brands that reflect their values, stand for something, and deliver on their promises. That's where Diversity, Equity, and Inclusion (DEI) in creative strategy comes in, not as a box-ticking exercise but as a powerful lever for resonance, relevance, and long-term brand impact.

In a world where people scroll past hundreds of ads and posts daily, the one thing that consistently stops the scroll is a well-told story. Storytelling isn't a buzzword; it's a strategic tool for shaping how people feel, remember, and engage with brands. In my work—from global live streams to sustainability campaigns—I've seen how the right story can transform a moment into long-term brand affinity.