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Beautster “Highlights, Babylights, Lowlights”
Educational Inbound Content

Long-form educational video driving organic traffic, trust, and service bookings for a beauty marketplace

Project Details

  • Timeline: 2022 (Pre-AI era — entirely manual research & production)
  • Role: Content Strategist, Scriptwriter, Editor, Voice-Over Artist (end-to-end execution)
  • Team Size: Solo execution + CEO alignment on content direction
  • Sector: Beauty Marketplace (B2B2C)

Project steps

01
Discovery & Research:

Conducted deep research on hair-color techniques, Canadian stylist terminology, pricing trends, and competitor content to ensure accurate and audience-relevant storytelling.

02
Content Architecture:

Designed an educational content funnel, structuring the narrative to introduce techniques, compare results and pricing, and guide viewers toward platform bookings.

03
Scriptwriting (Pre-AI Manual Workflow):

Wrote a 6–8 minute instructional script combining clarity, accuracy, and accessibility, balancing technical details with a trust-building, conversion-focused narrative.

04
Production:

Curated licensed footage and references, recorded professional voice-over, and assembled a polished educational video in Final Cut Pro with motion overlays.

05
Conversion Layer:

Integrated platform walkthrough and clear booking calls-to-action, linking each technique to the appropriate service pages to convert viewers into bookings.

Context

Beautster was a dual-sided beauty marketplace in Canada serving both consumers and beauty professionals. To grow, the startup needed organic acquisition, authority building, and educational content that turned search intent into bookings.
The problem was that hair-color services are high-value, high-search, and frequently misunderstood by customers. Explaining highlights, babylights, and lowlights clearly could attract audiences already researching these services — and convert them into bookings.
This video was part of a long-form inbound content strategy designed to capture search-driven traffic, position Beautster as a trusted educator and drive high-intent users to stylist booking pages

Challenge

The core challenge was producing a high-quality, educational video without any salon footage or AI-assisted production tools. The video needed to explain complex hair-coloring techniques—highlights, babylights, and lowlights—in a clear, professional, and visually engaging way that would educate viewers, establish Beautster as a trusted authority, and drive conversion to platform bookings. Achieving this required balancing technical accuracy, narrative clarity, and audience engagement entirely through research, curated stock footage, voice-over, and meticulous manual editing, while ensuring the content felt credible and approachable for a broad consumer audience.

Objectives

  • Drive organic traffic through educational content
  • Increase clicks to booking pages
  • Build authority & trust in the beauty vertical
  • Improve viewer learning & engagement (comments, shares, likes)

    • Essential tools

    Final Cut Pro
    Envato Elements

    Key Project Outcomes

    24k+ organic YouTube views

    Strong engagement from stylists and beauty students

    ~400% increase in clicks to highlight booking pages
    (week-over-week)

    ~100+ booking actions in week one
    (internal tracking)

    Key Project Outcomes

    24k+ organic YouTube views

    Strong engagement from stylists and beauty students

    ~400% increase in clicks to highlight booking pages
    (week-over-week)

    ~100+ booking actions in week one
    (internal tracking)

    Visual Journey

    Content & Market Strategy

  • Educational inbound content can outperform ads when trust is key
  • SEO-intent topics drive long-tail marketplace adoption

    • Production

  • Manual workflows (pre-AI) demand precision: script clarity is everything
  • Curated footage + strong VO can match the value of studio footage

    • Personal Growth

  • Reinforced full-stack capability: strategy → research → script → production
  • Strengthened content-to-commerce thinking across marketplaces

    • Key Learnings

    Product / Marketplace Content Execution

  • Built an SEO-intent educational funnel generating 24k+ organic views and 400%+ booking-page clicks in one week.
  • Designed and executed full content pipeline (research → script → VO → edit) pre-AI with zero production support.
  • Increased marketplace bookings (~100+ actions) via trust-first educational storytelling.

    • Creative & Editorial Leadership

  • Authored and narrated a 6–8 minute conversion-optimized explainer video.
  • Used licensed footage + motion graphics to replace missing B-roll or studio content.
  • Delivered a top-performing asset aligned with CEO strategy and content calendar.

    • Brand & SEO Strategy

  • Positioned Beautster as a trusted beauty educator to differentiate from competitors.
  • Created a scalable template for future content-led acquisition funnels.

    • Resume Highlights

    Ready to Explore What I Can Bring to Your Team?

    I’d love to discuss how my multidisciplinary background, strategic mindset, and hands-on execution can support your team’s goals and upcoming challenges.

    Let's Talk