Veralab: Model Shooting and Application Videos for Cosmetics

Marketing campaigns for a company operating in the cosmetics industry serve not only as a way to increase brand visibility in a crowded market but, more importantly, as a means of celebrating the hard work of the many people who strive to turn a dream into reality—and keep it alive.

Failing to invest in promoting your brand is like giving up before even stepping onto the field. While word of mouth might be enough in rare cases, most of the time, what’s needed is a campaign that helps define a concept, leading to the development of targeted marketing actions.

Veralab was founded in 2009 from the passion and web presence of its founder. In just a few years, it has become a go-to skincare and makeup brand for real people — those with imperfect skin who need specific products for common issues often overlooked, such as acne, blackheads, excess sebum, and redness.

Veralab champions double cleansing, and products like Olio Denso and Spumone have become iconic—true objects of desire.

A marketing campaign, therefore, had to rise to the challenge, leveraging the founder’s strong educational focus. She is known for providing clear, effective tutorials that help her community choose the right products and use them correctly.
The professionals at Studio Concept, a leading agency in skincare product marketing, decided to create a campaign using models to establish an emotional connection with the audience and showcase the product to its fullest potential.

The images and videos, featuring expressive faces and bodies in motion, capture attention by conveying aspirations, emotions, and the lifestyles the brand aims to represent.

The campaign featured fresh-faced, natural-looking models, many with imperfect skin—just like the women who have made Veralab a success. These models were used both in photo shoots and in the creation of tutorial videos demonstrating how to apply the cosmetics.
The team crafted a photo campaign built on a natural and authentic aesthetic, perfectly aligned with the brand’s values.
The models were captured in spontaneous poses, with a focus on glowing skin and the texture of the products. The set was minimal, using pastel tones and soft lighting to evoke a feeling of freshness and simplicity.

The tutorial videos were created with an educational and engaging purpose. Through close-up shots and clear instructions, they show exactly how to apply the products correctly, highlighting their effectiveness.
For example, the tutorial for the Spumone Cleansing Mousse shows a model massaging the product into her face, rinsing it off, and revealing clean, radiant skin.

Thanks to this combination of appealing visuals and genuinely helpful content, Veralab succeeded in building a stronger connection with its audience, increasing trust and the desire to try the products. The result is a fresh, dynamic communication style—perfect for social media.