Idea 3: The No-Makeup Look

The no-makeup look.
Now without the makeup.

Introducing makeup-free skincare.

The idea

The biggest look in beauty right now is no-makeup skin: clean skin, a dewy base, freckles showing. Getting it still takes a primer, a skin tint, a concealer, a brow gel, a cream blush, and a setting spray.

Erythros takes the trend at its word. If the look women want is “no-makeup” skin, we help them build the skin.

So we’re launching:

“The No-Makeup Look”

Introducing Makeup-free Skincare.

Launch week, 02-01-27.

:60 Brand Video, with a :15 cutdown

“The No-Makeup Makeup Tutorial”

Shot like the tutorials it borrows from: ring light, phone propped up, a creator talking to camera. Every time she reaches for the next makeup product, a hand comes into frame with an Erythros product instead.

THE NO-MAKEUP LOOK
1 The setup. The no-makeup look.
2 Eleven products, lined up.
3 Step one, the skin tint. Or so she thinks.
113
4 The lineup, then the three.
5 The Session Serum, at the ring light.
6 End frame.

:60

PictureSound and supers
0:00A creator in her 30s at her ring light, phone propped up. Eleven products lined up on the counter in front of her.
Creator“Hi, you guys. Today I’m doing my no-makeup makeup look.”
SuperThe no-makeup look.
0:06Close on the lineup: primer, skin tint, concealer, color corrector, brow gel, cream blush, bronzer, highlighter, mascara, lip tint, setting spray.
Creator“It’s really simple. Just eleven things.”
Super11 products.
0:12She reaches for the primer. A hand comes into frame and sets The Cleanser in her palm. She looks at it, shrugs, and washes her face.
SoundWater running.
Creator“Okay. Step one.”
0:22She reaches for the skin tint. The hand gives her The Session Serum. Three drops, pressed in.
Creator“Step two, I guess.”
0:30She reaches for the concealer. The hand gives her The Moisturizer. She smooths it in.
Creator“Step three.”
0:38She looks for step four. The lineup is gone. Only the three Erythros products are on the counter.
SoundA beat of silence.
0:44She leans into the ring light and turns her face side to side. Skin, and nothing else.
Creator“Huh. Okay, make that three steps.”
0:52End frame. The Cleanser, The Session Serum, and The Moisturizer in the glow of the ring light.
SuperThe no-makeup look. Now without the makeup.
SuperErythros makeup-free skincare.
AVOUncover your best skin with Erythros.

:15 cutdown

0:00The lineup of eleven products.
Creator“My no-makeup makeup look. Just eleven things.”
0:04Three quick cuts: the hand gives her The Cleanser, The Session Serum, The Moisturizer.
SoundThree clicks, on the beat.
0:09She leans into the ring light. The lineup is gone.
Creator“Huh. Okay, make that three steps.”
0:11End frame.
SuperThe no-makeup look. Now without the makeup.
AVOUncover your best skin with Erythros.
The stunt · launch week

Search for the look.
Get the real one.

For launch week, Erythros buys the ads on no-makeup makeup tutorial searches on TikTok and YouTube. Anyone searching for the look sees the :15 first.

11
The no-makeup look, with makeup
or
3
The no-makeup look, without the makeup
PrimerSkin tintConcealerColor correctorBrow gelCream blushBronzerHighlighterMascaraLip tintSetting spray
no makeup makeup tutorial
Ad · 0:15Erythros
The no-makeup look. Now without the makeup.Erythros · Sponsored
14:22
My no-makeup makeup routine, step by step@glowwithjess · 1.2M views
9:05
No-makeup makeup for beginners@danibeautyco · 486K views
11:40
My everyday “barely there” look@skinbymaya · 2.3M views
clean skin makeup routine
Ad · 0:15Erythros
Eleven products, or three.Erythros · Sponsored
10:12
Clean skin makeup in ten minutes@lenaglows · 912K views
16:48
How I get the clean skin look@thebeautyedit.kate · 1.7M views
7:31
Skin tint vs. foundation: my routine@routinesbyrae · 344K views

Comps. Search terms are examples.

Social sub-campaign · #GRWN

“Get Ready With Nothing”

Get Ready With Me is the everyday format of beauty video, and some run an hour. Erythros’s version takes three steps. Okay, three things.

LIVE 47:12DONE 3:40
1 Launch day: one livestream, two ways to get ready.
2 The creator template: three steps, then out the door.
3 Her day, on camera, while the left side is still on contour.
Launch day

The split-screen livestream

Left: a creator does a full-glam GRWM in real time. Right: a woman does The Cleanser, The Session Serum, and The Moisturizer in under four minutes, then lives her day on camera. It runs as one stream and gets cut into :15s.

From December

The creator template

Seeded creators post their own GRWN: three steps, then out the door. Caption: “Get ready with nothing. Okay, three things.” #GRWN #ErythrosPartner.

Both sides win

No one gets mocked

The full-glam creator is a paid partner and in on the joke. Her look is the best thing on her side of the screen. The point is the clock.

How it rolls out

From the December ship to launch week.

  1. December2026

    Skincare ships

    The Cleanser, The Session Serum, and The Moisturizer go on sale. Seeded sets go out to creators.

  2. January2027

    Creators start

    Seeded creators post their first GRWN videos, unboosted and disclosed. The :60 and the livestream are shot.

  3. Launch week02-01-27

    The look, without the makeup

    The :60 and :15 launch. The search takeover runs on TikTok and YouTube. The GRWN livestream goes out on launch day. The Meta ads go live.

  4. Februaryonward

    GRWN keeps running

    Creators keep posting. The best GRWN videos run as paid Partnership ads.

Meta ads

Five ads

The No-Makeup Look on Instagram

Three feed ads, the GRWN split as a Story, and the :15 as a Story. All start launch week.

1 Launch week · Feed 4:5
erythroslightSponsored
···
The no-makeup look. Now without the makeup.
ERYTHROS MAKEUP-FREE SKINCARE
Learn more›
♡○➤

erythroslight The look everyone wants is skin. Cleanser, serum, and moisturizer to help you build it.

2 Launch week · Feed 4:5
erythroslightSponsored
···
The no-makeup look takes eleven products. Ours takes three.
THE CLEANSER · THE SESSION SERUM · THE MOISTURIZER
Shop now›
♡○➤

erythroslight Primer, skin tint, concealer, and eight more. Or three. Erythros makeup-free skincare.

3 Launch week · Story 9:16
erythroslightSponsored
47:12
3:40
Get ready with nothing.Okay, three things. #GRWN
Learn more
4 Launch week · Story 9:16 · :15
erythroslightSponsored
:15
My no-makeup makeup look.Just eleven things.
Learn more
5 Launch week · Feed 4:5
erythroslightSponsored
···
Skin is the look. So we made skincare.
UNCOVER YOUR BEST SKIN
Learn more›
♡○➤

erythroslight Three steps, morning and night. Erythros makeup-free skincare.

Comps. The handle is a placeholder. Photos are Adobe Stock.

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