BEAUTY CAMPUS 2025

Where 25 brands, knowledge and creativity come together for 70 creators.

16.5 M
Organic views
727
Social posts
70
Influencers
25
Brands

Client

L’Oréal Benelux
Representing 25+ brands including L’Oréal Paris, Maybelline, Garnier, Vichy, Lancôme, NYX Professional Makeup and Kérastase. Their ambition: redefine how beauty brands work with creators across the Benelux.

L’Oréal wanted to build something bigger than another launch event or one-off activation.
The goal: create an education and community program that elevates creators’ beauty expertise and content skills, and empowers them to educate their own audiences with credibility and authenticity.

Objectives

Train 70+ creators in beauty, branding, storytelling and content creation.
Connect 25+ L’Oréal brands directly with creators.
Reduce the distance between creators and brands through continuous learning and real collaboration.
Build a long-term partnership model rooted in growth, trust and community.

Insight

Creators are invited to countless events, but most offer little real value.
What creators want is knowledge, skills, and authentic connection.
What brands want is credibility, quality content, and community trust.
A creator education program bridges both worlds.

Strategy

Together with L’Oréal, Scooperz developed:
Beauty Campus, a creator school, community platform and brand experience in one.

Building on earlier best-practice programs like Skincare Campus and Hair University , this 2025 edition became the most ambitious version yet.

The strategy focused on:

Beauty & product education
Platform mastery (TikTok, YouTube, Snapchat)
Creator development & personal branding
Community-driven experiences designed for shareability

With knowledge as the foundation, creativity as the output, and community as the engine.

Creator Approach

The selection included 70+ creators from the Benelux:
A mix of beauty experts, storytellers, lifestyle creators and emerging talent.
Chosen for community engagement, authenticity in beauty, and growth potential.
Roles divided across hero creators, mid-tier educators and micro-community builders.
Creators weren’t just invited, they were mentored, educated, and activated.
This resulted in deeper connection, stronger storytelling and higher-quality content.

Community Approach

Beauty Campus was designed through a social lens:

Shareable sets, behind-the-scenes moments and interactive workshops.
Live Q&A formats, trend-driven content prompts, duets and collabs.
Content structures that creators extended into their own communities, allowing the program to scale far beyond the sessions.

From Campus to Award Show

Three offline campus days

Deep dives with 25 brands
Ingredient education, product labs, skincare/haircare/makeup sessions
Hands-on demonstrations and innovation previews

Twelve online modules

Training with TikTok, YouTube and Snapchat
Storytelling formats, algorithm education and trend forecasting
Direct application of skills into creators’ content calendars

Creator development

Personal branding
Authenticity coaching
Growth strategy and niche positioning

Experience & content moments

Every session had designed shareability
Educational gifting, content kits and collaborative rooms
Cross-creator collaboration moments that extended reach

Beauty Campus Awards

The final night brought creators, brands and partners together to celebrate:
Six categories rewarded creator excellence — from “Best Storytelling” to “Creator of the Year”.
With performances by creators themselves, the evening blended talent, recognition and community.

Results

The program brought together 70+ creators and 25 L’Oréal Group brands across three offline sessions and twelve digital modules from April to October, generating 727+ social posts and 16.5M organic views, with top-performing content surpassing 1.2M views and a 38% save rate. Workshops received a 9.3/10 rating, 98% of creators reported feeling more connected to the brands, and 90% expressed interest in joining a future edition. The initiative sparked strong positive buzz among creators, press and platform partners, and is now recognised within L’Oréal Group as a best-in-class creator development model, building a new generation of knowledgeable creators, strengthening long-term brand relationships, driving multiple paid collaborations, and establishing a sustainable creator community that continues beyond the program.