The brand was seeking opportunities to spotlight their Latine beauty brands and demonstrate their commitment to investing in Latine owned products.

With our streaming platform as their choice, they entrusted us with developing a content strategy that led with culture and engaged US Hispanics through talent, beauty founders, and influencers. This original content solidified their position as an advocate for inclusivity and a leader in the beauty industry.

Our objective was for this documentary to focus on culture and authentic storytelling and not feel like simple profiles of beauty brand founders, but instead, genuine cultural conversations anchored in generational Latine concepts of beauty. In response, we conceptualized and produced a documentary series titled "The Foundation of Belleza," with actress, influencer, and host Adrienne Bailon-Houghton serving as the storyteller.

Our creative idea revolves around representation and cultural values at the core.

While the series delves into the significance of cultural representation within the beauty industry and celebrates culture, we also offered fresh perspectives to new Latine generations, blending personal narratives with the journeys of three beauty brand founders, alongside Adrienne's and influencers' stories.

The four-part documentary touches upon themes of generational constructs of beauty -- reshaping Latine beauty traditions, while resonating authentically with its audience. Each episode is focused on a beauty topic with an overarching theme exploring what beauty means to Latines from generation to generation.

Integral to our approach is leveraging the beauty brands highlighted – haircare, skincare, and fragrance – as conversation starters, linking them to cultural topics surrounding generational perceptions of hair, skin, and fragrance. This ensures our creative insight directly amplifies the brand message, fostering engagement and resonance within the Latine community.

Understanding the importance of leveraging influencers and social media, our strategy was to bring influencers with influential roles in the beauty space into the conversation, to amplify the brand’s message and bring viewership to the brand founders’ stories despite these founders being less well-known.

By leveraging our talent roster, we incorporated actress, influencer and host, Adrienne Bailon as our Storyteller, alongside beauty influencers Kristal Heredia and former Miss Universe 2020, Andrea Meza; therefore ensuring cultural value, representation, and broad appeal within the beauty community for the series.

Our approach extended to Instagram and TikTok, maximizing audience reach among US Hispanics interested in beauty and cultural content. Native content created for these platforms drove engagement and directed viewers to our streaming platform, where they could access the series. This targeted strategy effectively engaged our audience, utilizing influencers' reach and cultural relevance to elevate brand messaging and foster community connection.

Guided by Adrienne, each 20-minute episode focuses on a beauty topic and the cultural narratives surrounding it. Episode one, Belleza in Hair Textures, discusses hair, representation, and the perception of Latines within the industry, introducing the Latina haircare brand. Episode two, Belleza in All Shades, focuses on skincare and the significance of community visibility in all shades, introducing an afro-latina skincare brand. Episode three, Belleza Smells Authentic, hinting to an innovative future of beauty expression through fragrance, introducing a third brand. The final episode, Adrienne reflects on her journey while embracing the beauty in Latinidad.

Four episodes streamed simultaneously on our platform, while 72 custom pieces across platforms amplified the series. Notably, 92% of the crew involved were Latine, echoing our commitment to diversity and representation on and off-screen. With a 4-month production window, this execution ensured the series reached its intended scale while authentically connecting with our audience.

The docu-series resonated strongly with the Hispanic audience, boosting awareness and recommendation intent for our partner from 67% to 91%.

It also drove a 21-point increase in brand perception. The Hispanic audience agreed that our partner is a reputable brand focused on offering a diverse range of products for different people, growing from 70% to 91%.

Our partner became more favorable to exposed docu-series watchers, who appreciated the brand for supporting diverse beauty founders, driving an 11-point increase from 75% to 86%.

It attracted and captivated an audience that it is young, female, and affluent with a passion for beauty, with 54% of the audience being females with purchase behaviors in haircare, fragrance, skincare, cosmetics and more.

Audience engagement on social media was overwhelmingly positive with an appreciation of the representation and cultural significance of the series, bringing to light our partner’s goals in demonstrating inclusivity through culture-first content.