I’m really looking forward to that moment right before winter break when campus finally slows down, holiday lights go up, everyone’s finishing their last exam, and you can feel the energy shift from stress to relief. It’s that first night when your friends all meet up to celebrate being done, grab hot chocolate, and just breathe again. It’s simple, but it’s one of those college moments that always feels special.

TikTok and Instagram are the most effective platforms for beauty right now. TikTok drives discovery, short, unfiltered videos, GRWMs, and before-and-afters perform really well and make products go viral quickly. Instagram is where people go for aesthetics, education, and trust-building through Reels, carousels, and creator partnerships. Together, they cover both the fast-paced discovery side of beauty and the more curated, community-focused side, which makes them the strongest platforms for driving both awareness and conversion.

I would focus on capturing students in real finals week environments, study sessions, late-night library runs, coffee breaks, and walking across campus and film them in the moment rather than staged. I’d use natural lighting, quick candid clips, and check-ins throughout the day to show how the makeup actually holds up through stress, long hours, and different settings. The goal is to highlight real wear, real people, and real endurance in a way that feels relatable rather than produced.