The #Gift
The Industry
Skincare
The Influencers
Beauty, skincare and lifestyle creators with engaged,
product-savvy audiences — spanning micro to mid-tier,
with a focus on diversity of voice, aesthetic and skin type.
The challenge
W Cosmetics was launching the Dr. G V-Booster to the Australian market and needed to do what paid ads alone can't: make a brand new product feel like something people were already talking about.
The opportunity was obvious, but the execution had to be right. Skincare shoppers are savvy. They research, they scroll, they seek out real reviews before they buy. A product sitting on a shelf — or a landing page — needs more than a pretty photo. It needs proof. It needs people like them, using it, loving it, and talking about it in their own words.
W Cosmetics needed to generate a wave of organic content at scale. Not one or two polished posts, but a broad, diverse library of creator-led content that could drive awareness, build credibility and give the Dr. G V-Booster the social proof it needed to land.
The challenge wasn't just volume — it was variety. The brand wanted unboxing content, first impressions, skincare routines and genuine product advocacy, all coming from creators whose audiences actually care about what goes on their skin. And they needed it to feel real, not sponsored.
The solution
W Cosmetics partnered with #gifted to run a large-scale gifting campaign built for exactly this kind of launch moment.
Rather than paying for a handful of big-name posts, the brand leaned into the power of product gifting to activate a wide pool of creators simultaneously. Each creator received the Dr. G V-Booster to try for themselves, giving them the freedom to create content that felt native to their feed and genuine to their audience.
The campaign focused on recruiting beauty, skincare and lifestyle creators with highly engaged, product-curious communities. Diversity was a deliberate priority — different skin types, content styles and aesthetics — so the Dr. G V-Booster could be seen across a wide spectrum of real people and real contexts.
With 47 creators booked from 161 applicants, #gifted gave W Cosmetics a curated pool of aligned voices without the guesswork. The selection process meant every creator who posted had an audience that was genuinely likely to care about the product — which is exactly why the engagement numbers hit the way they did.
Creators averaged 4.5 posts per collaboration, meaning the brand got significantly more content than a standard one-post-per-creator arrangement would deliver. From unboxing to in-routine showcases, the content library was varied, authentic and built to work across platforms and channels.
By putting the product into the hands of the right people — at scale and with creative freedom — W Cosmetics turned a new product launch into a moment of genuine community buzz.
The Results
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W Cosmetics x Dr. G V-Booster
Objective
Results
Gifts Received
