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Beauty creators want brands to go off-script

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Beauty creators want brands to go off-script

Creator Emma Ambrose knew one of the beauty ads she did did not sound like her. And so did her friends.

“They were like, ‘Emma, what is this?’” said the 21-year-old creator, who began working in content creation full time after graduating from the College of Charleston. “And I was like, ‘You know what? Money’s money right now.’”

Speaking during a Glossy roundtable with five college-age creators from the Glossy Campus community, Ambrose said highly scripted beauty partnerships are contributing to her decision to move toward lifestyle content. Her story exposed a problem for brands buying access to creators’ audiences: A creator agreeing to a brief does not necessarily mean the creator believes it will pay off for the brand or creator.

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