Content and creative strategy, FOR BEAUTY and HEALTH, ECOMM and CLINIC.
HELPING YOU GET YOUR CONTENT flowing and your brand growing.
HELPING YOU GET YOUR CONTENT flowing and your brand growing.
Stop guessing what creative content will convert
Ready to crack content and creative?
Content has evolved, has your brand?
We talk to marketing and brand teams every day. These are the patterns we see.
01
Your creative decisions start with a scroll
Your team is browsing their own feeds, screenshotting competitors, pulling inspiration from what catches their eye that week. At best, someone reads a trend report but nobody is translating trends into what they mean for your brand’s content.
02
Your creator briefs are a blank page
Maybe a brand TOV summary. You’re accepting whatever creators send back because there’s no playbook telling them what a good hook looks like for your brand, what camera angles work, what lighting performs.
03
Your team is running on hearsay
‘Ads have to be xyz now.’ ‘UGC outperforms everything.’ None of it backed by your category data. You’re optimising for someone else’s audience.
04
You’re reacting to Meta’s signals instead of leading with your own.
Meta's AI now chooses who sees what based on the creative itself so if you're reacting to yesterday's data, you're already behind.
05
Your content library hasn’t been indexed
You know that clip exists somewhere. You spend an hour finding it, only to realise it’s not quite what you needed after all.
06
You’re producing same-same content
Anything from 4 to 40 ads a month, but most of them are iterations of the same idea. Your organic content gets the left overs and your Youtube channel is a content parking lot. The volume might be there but the variety isn’t.
07
There are entire content formats you’re leaving on the table
Long-form, live shopping, AI-assisted creative, educational content, the opportunities are there but nobody has mapped them to your content.
08
Your creative team and your performance team don’t talk to each other
The media buyer sees what’s declining. The content team doesn’t see that data. Decisions about what to make next happen in a different room from the information that should inform them.
Trusted by 100+ teams since 2011
Content
Gaps
Content creative is the new targeting.
Content retention is the new reach.
Content authority is the new ranking.
Content & creative strategy has never been so important
Content retention is the new reach.
Content authority is the new ranking.
Content & creative strategy has never been so important
Content gaps are common, often because you don't know where to start, we spot your gaps and work with you to fill them so you aren't missing out on opportunities to grow.
Common content gaps in beauty and health right now
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YouTube destination and search
... long-form builds discovery, trust, and a searchable content library. Most brands skip the strategy and wonder why it doesn't perform. The biggest opportunity for brands.
AEO using YT as one of hit key signals.
AEO using YT as one of hit key signals.
Content operating systems
... are the glue to efficient workflows, without this creative gets lost, duplicated, or never reused. The waste drives up your CPA.
AI creative integration
... AI extends creative output and reduces reshoots but only done well. Choosing the right AI creative for the right content by people who understand your brand is vital. Most small to medium brands haven't started. That's your window.
Strategic Live shopping
... to build community and drive conversion across Facebook, Instagram, and your own site not just TikTok. Higher AOV, full data ownership, 15–30 min avg watch times. Fresh creative, lower fatigue.
One of these a gap you want filled - book a call today.
Book a Call
Organic
Paid
Brief writing
THE SKIN NERD, a beauty ecommerce marketplace brand case study
The skin nerd, a beauty ecommerce marketplace brand use case.
Filming
Organic
Paid
Trade
Content Strategy
VALERIE, health shot.
Created for female hormonal balance.
We worked with them for a short time to give their content a massive volume boost, with new concepts, hooks and angles in design and video, for Meta Ads.
Also working with the co-founder for on camera content.
We worked with them for a short time to give their content a massive volume boost, with new concepts, hooks and angles in design and video, for Meta Ads.
Also working with the co-founder for on camera content.
Filming
Organic
Paid
Brief writing
Neat, handwash
Neat is a UK home cleaning and handwash brand founded in 2019 by Ryan McSorley and Josie Harfield. The product idea is simple: strip the water out of cleaning products, ship concentrated refills, and let the bottle live forever.
All your creative content sorted
Strategy, Paid, Organic, Search, Systems, AI, Production, Training
01. ANNUAL CONTENT STRATEGY: THE ATLAS
Your strategic foundation. We map category, customer, and whitespace, then set a 24-month roadmap with quarterly milestones. Includes the Content Maturity Index and it's the groundwork every other engagement builds on.
Content & creative strategy is the link between data and creative, our approach joins up all the content cross brand for a whole brand efficiency benefit.
Content & creative strategy is the link between data and creative, our approach joins up all the content cross brand for a whole brand efficiency benefit.
02. MONTHLY CONTENT
WORKSHOPS
Your monthly strategy partner. One working session each month covering paid, organic, and search content. We bring detailed analysis and pattern-spotting, and facilitate priorities for the coming month's content sprint. AI does the scraping and pattern-spotting; we make sense of it and bridge to action.
03. TRAINING, ENABLEMENT
AND CONTENT DAYS
Building your team's content muscle. Founder camera coaching, help building an in-house creative team.
One-off workshops for group training to get the most from AI creative tools, EGC filming techniques and confidence, editing apps, and YouTube channel management.
One-off workshops for group training to get the most from AI creative tools, EGC filming techniques and confidence, editing apps, and YouTube channel management.
04. THE PRODUCTION LAB
When you need hands-on execution. Filming, editing, design, interviewer, reporter on the ground we've got you. Full large crew shoots to low-fi filming which is low key and discreet. Our editing services keep AI creative up front helping to get more bang for your buck. Take advantage of our access to music, stock, AI tools, Talent contacts and more.
Clients Testimonials
We love working with Justina and her team. Rapid turnaround, excellent editing skills, and always service with a smile. They're a genuine pleasure to work with. They've become a trusted partner for our brand content and consistently deliver work that meets our high standards.
Sophie Kinnear
Senior Medical Advocacy Manager
L'Oréal Dermatological Beauty
L'Oréal Dermatological Beauty
Working with Justina and the Purple Square team was a pleasure from start to finish. They were professional, creative, and consistently delivered exceptional work on time and within budget. Their communication was top-notch and they brought innovative thinking to every challenge. I can't recommend them highly enough.
Niamh Walshe
Head of NPD, Regulatory Compliance & Product Operations
Skingredients
Skingredients
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It's a pleasure to work with Justina and the wider Purple Square team. I've worked with Justina for over 10 years across multiple roles and companies. She's a brilliant digital creative partner, reactive and collaborative. The team always delivers on brief, in budget, and usually ahead of time.
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Vicky Kulas
Account Director
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We worked with Purple Square on a series of videos to promote our eco-friendly bamboo products. I was particularly impressed by their concepts, agility, and speed of response to change requests. We ended up with high-quality short and long form videos. Great to work with, highly recommend.
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Chris Forbes
Co-Founder, The Cheeky Panda
01
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What's your biggest content issue right now?
Plateaued ads. A YouTube channel that won't start. A team running flat. Tell me what's stuck, chances are I'll have a quick win for you on the call.
Resources to keeping your content relevant
TikTok at Cosmoprof: What Beauty Brands Must Learn About Content Now
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Most brands aren't short on content. They're short on knowing what's worth making.
If your content is busy but not converting, the problem usually isn't volume. It's maturity. How to tell where your beauty or health brand really sits.
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What Korea can teach the West about beauty and longevity
Korea's reputation for youthful skin isn't a 2026 trend, it's a six-hundred-year-old cultural code. What the beauty-to-longevity shift means for Western brands.
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AI hasn't replaced your video editor yet. Here's how to actually use it.
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