TikTok is the strongest platform for product discovery right now, especially for beauty. The algorithm surfaces content to people who have never heard of a brand before, which makes it uniquely powerful for launching something new. For a product like Pacifica's Lip Butter Creams, the sensory nature of the content, shade range, texture, and application, translates really well to short-form video. Instagram is a strong complement for reach among existing followers and for the visual aesthetic side of the brand.

I'd treat the in-store moment as part of the story rather than just a backdrop. Finding the product on the shelf, reacting to the display and packaging, and then swatching it right there creates a natural narrative arc that feels spontaneous and genuine. For something like a lip product, showing all four shades side by side in the store lighting and doing a quick try-on of each one gives viewers a real sense of the range in a way that a flat lay at home just can't replicate.

I give products enough time to form a real opinion rather than just an initial reaction, and I try to note both what works and what could be better. An honest review is more useful to a brand than a glowing one that doesn't say anything, and audiences can tell the difference. I also try to be specific rather than vague since "I loved it" is much less helpful than explaining exactly what made the scent stand out or how it layered with other products in my routine.