I currently do this in my role in sales for a med spa in Scottsdale, so influencer outreach and relationship building is something I’m very comfortable with. I value in-person connections most, but for Pinch I would strategically identify mid-tier creators in major metro areas who focus on lifestyle, beauty, fitness, and wellness — especially those whose audiences align with busy professionals and women investing in self-care. I would monitor engagement and comments under competitor content to identify highly active audiences, then build a tracking system to evaluate reach, engagement rate, audience demographics, and past brand collaborations before initiating outreach.

Absolutely! I can commit to a video a week for 4 weeks, and love the idea of exploring something more long-term.

I see a strong opportunity for Pound Cake to own a TikTok-native series centered around breaking outdated beauty rules. The concept: “Lipstick Confessions.” Short, confession-style videos where we share common beauty rules people grew up hearing (e.g., “You shouldn’t overline thin lips,” “Red lipstick is too much,” “Big lips shouldn’t wear bold colors”) and then visually break that rule using Pound Cake. Each video would: • Hook with a bold statement (“The beauty rule I unlearned this year…”) • Show the transformation • Tie back to Pound Cake’s mission of challenging industry standards This positions Pound Cake not just as a lipstick brand, but as a cultural statement. Identity-driven content performs extremely well on TikTok because it invites participation. We could encourage followers to duet or comment their own “beauty rules,” turning it into a community movement. Additionally, I’d test “Life with vs. Without Pound Cake” style videos to showcase the emotional confidence shift, not just the product. This series reinforces Pound Cake’s disruptive voice while driving saves, shares, and user-generated content.