In Common Beauty, creator engine

Ten creators filming Magic Myst and Boosters

A first roster of 10 creators, 2 joining each week, 7 videos a week each. Pay is capped and every claim comes from your own wording.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Dry ends, one spray: my Magic Myst week

The creator sprays Magic Myst 4-in-1 on damp hair, names its four jobs (leave-in conditioner, detangler, smoothing balm, heat protectant) and ends on the $35.00 price.

Illustrative post

Summary

Creator engine summary
Roster	10 creators, 2 joining each week	Six weeks of ramp: 0, 2, 4, 6, 8 and 10 creators live by week.
Who	Hairstylists and hair-first creators	Recruited first from your 30% commission link and Pro Family audience, then cold outreach.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, five formats rotating.
Pay	Base $300 to $800, caps $600 to $1,500	Starter, Standard and Premium bands. Monthly ceiling at the top cap, bonuses excluded: $15,000.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	Claims sheet built from your site's wording	Creators quote approved lines only. Nothing beyond the brand's own words on hair results.
Rule for the category	No outcome promises, no natural claims	Hair results only in the brand's own words; the one-use asterisk is confirmed before anyone says it.
Goal	$1.00 cost per 1,000 views	The simulator starts at $5.74, so each test asks what closes that gap.
Report	Every Monday	Views, cost per 1,000 views, top hooks, drafts sent back and who moves bands.
Decision	Approve claims sheet and 10 starting slots	Your lead signs off on the claims sheet and pay bands before the first 2 creators start.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

History

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program and the paid engine next to it. This is the same playbook: a small roster, one number to protect, losers killed early. The category changes, not the method. I have not run hair care, so product knowledge and the claims sheet come from your team and your own site wording.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

1898
Reviews already on one product page
Customers also earn 30 points for a video review. A roster adds video from people who work with hair every day.
Published
30%
A commission link already exists
The site offers 30% commission with a unique link and free marketing tools. Creators can start on that rail, with paid base pay added on top.
Published
20%
A first-order offer for a creator's audience
New sign-ups get 20% off a first order, so every video has a concrete reason to click.
Published
60
Day returns, guaranteed
A 60 day return promise lowers the risk for a first-time buyer who has only watched a video.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1.00. The simulator starts at $5.74, so every test asks one question: does it close that gap?
One variable per test
Same product, same claim line, one change: the hook, the first seconds or the format. 7 videos a week per creator gives enough tests to learn fast.
Losers killed early
A hook that stalls is dropped after the first week of data. A video that passes 100,000 views earns $50 flat and its hook enters the library.
All work in one channel
Briefs, claim questions, reports and drafts live in one shared workspace, so your lead sees each decision on the day it happens.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

Brief botAppMon 8:30 AM
This week's brief: film Magic Myst 4-in-1 on damp hair. Hook angle: one spray, four jobs. Use only lines from the claims sheet. 7 videos due by Friday.
MayaTue 10:15 AM
Can I say Moisture Booster is 100% natural in my voiceover?
No. The site asks that question but we have no answer yet. Stay on the sheet: 100% Free of Parabens, Phthalates + Aldehydes.
Report botAppMon 9:00 AM
Monday report posted: views by creator and format, cost per 1,000 views against $1.00, top hooks, drafts returned, and who is up for a band change.
PriyaWed 2:40 PM
Draft sent back, Maya: 'fixes damage for good' is not on the claims sheet. Reshoot the last seconds and close with REPAIR. HYDRATE. SMOOTH.
Report botAppThu 6:05 PM
Jonas's Booster video passed 100,000 views on organic reach. $50 bonus logged. The hook goes into the library for the next paid test.
PriyaFri 11:20 AM
Check before posting: does the Magic Moisture Bundle at $70.00 still include the free booster and free shipping? Update link notes if not.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Booster, step two
“Step two in the shower, before conditioner.”
Film in the shower: spray Moisture Booster after shampoo, before conditioner, and do not rinse it off first.
Brief 02
One spray, four jobs
“One spray: leave-in, detangler, balm, heat protectant.”
Close-up on damp hair: spray Magic Myst 4-in-1, comb through, then blow-dry. Say the price, $35.00, at the end.
Brief 03
Repair mask, first use
“Repair. Hydrate. Smooth. One mask.”
Single take at the sink with the Leave-In Hair Repair Mask at $55.00. Show the hair after styling, no outcome promises.
Brief 04
Bundle unboxing
“What $70.00 gets you: free booster, free shipping.”
Unbox the Magic Moisture Bundle on a table, name each piece, and end on the cart screen showing $70.00.
Brief 05
Stylist's routine
“My chair-side routine, start to finish.”
A stylist films a real routine: booster in the shower, Magic Myst to style. Mention the 60 day returns once, at the end.

Every product line in a video comes off the claims sheet word for word, for example “100% Free of Parabens, Phthalates + Aldehydes”, “Calms stubborn frizz + adds weightless shine”, “60 Day returns—guaranteed.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Your 30% commission link
The site offers 30% commission with a unique link and free marketing tools, so an affiliate page exists. First step: ask who already uses it.
The Pro Family
The menu has JOIN THE PRO FAMILY, and pros earn 15% commission for referring fellow pros. Hairstylists are the natural first pool.
Customers who film reviews
Customers earn points for photo and video reviews. Those who film are a warm list to invite, with your lead's approval.
Cold outreach in hair content
Creators who post wash-day routines, salon work and styling. I screen for hair-first feeds, then send the brief and the claims sheet.

Five filters, fewer each step

1Hair is the feed
Recent posts are hair routines, styling or salon work, not general beauty.
2Raw video works
Clear light and audio in an unedited test; a hook inside the first seconds.
3Reads a claims sheet
Can follow a short list of approved lines without rewording them.
4Honest about hair type
Shows their own hair type and says which product suits it, with no promises for others.
5Reliable cadence
Can deliver 7 videos a week, every week, through the first month.

Part 7 of 15

Who

Salon stylist
Films the shower-to-styling routine on real clients, with consent.
Likely product: Magic Moisture Bundle: FREE Booster + FREE Shipping
Wash-day creator
Narrates a long routine step by step, ideal for the pre-conditioner step.
Likely product: Moisture Booster
Frizz-focused creator
Shows humid-day styling and one spray doing several jobs.
Likely product: Magic Myst 4-in-1
Damaged-hair storyteller
Tells their own hair history and tries the mask once, on camera.
Likely product: Magic Treatment Leave-In Hair Repair Mask
Travel and gym-bag creator
Packs light and shows what fits in a bag.
Likely product: Mini Magic Myst 4-in-1
Gift-set creator
Unboxes sets and explains who each one is for.
Likely product: Magic Myst Trio

Left off, every time

Always left out: creators who promise hair outcomes, call products natural or chemical-free, compare with named brands, show a minor's hair without a guardian's consent, or won't sign the claims sheet. Category rule: no health outcome beyond the brand's own words.

Part 8 of 15

First twenty

Salon hairstylists who film client transformations with consent
Barbers who also cut and style longer hair
Curl and wave specialists who post wash-day routines
Hair-extension stylists showing daily care
Colorists who talk about aftercare between appointments
Stylists who teach hair education on video
Blow-dry bar stylists who film styling routines
Beauty students who post practice-head tutorials
Mid-sized hair creators who answer comments with demos
Creators with dry, thirsty hair who document a routine
Creators with frizzy hair in humid places
Creators who post gym-bag and travel hair routines
Gift-guide and unboxing creators in beauty
Parents who share quick morning-hair routines
Creators with fine, thick or textured hair who style it daily
Stylist educators who teach other pros
Creators who compare products by routine step, not by brand
Lifestyle creators with a weekly get-ready-with-me series
Creators who already post review-style video
Hair accessory reviewers: headbands, scrunchies and combs

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“REPAIR. HYDRATE. SMOOTH.”
Closing line on repair mask videos
“100% Free of Parabens, Phthalates + Aldehydes”
Any product video, spoken exactly as written
“60 Day returns—guaranteed.”
End of any video, next to the cart link
“Hydrates + protects against moisture loss”
Moisture Booster videos
“Calms stubborn frizz + adds weightless shine”
Smooth Booster videos
“Powerfully + instantly reinforces damaged hair”
Strength Booster videos

Never said

Each one with the reason it stays out.

It's 100% natural
The site poses the question; the answer was not collected.
It repairs damage for good
A permanent outcome that is not in the brand's wording.
Better than any salon brand
Comparisons are not on the claims sheet.
It stops hair loss
A health outcome. Never allowed in any video.
Free shipping on everything
The site ties free shipping to a minimum order.
Works in one use for everyone
The one-use line carries an asterisk whose fine print was not collected.

To confirm with the brand

Held until someone on the brand side signs off.

WORKS LIKE MAGIC IN 1 USE*
The asterisk's fine print was not collected. Your lead confirms before creators say it.
FREE SHIPPING ON $44+ ORDERS AFTER DISCOUNTS APPLIED
Other lines show over $40 and $45+. Confirm the current minimum.
Are IN COMMON products 100% natural?
The site asks this; no answer was collected. Creators stay silent on it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new to hair content, steady posting. Lowest base and cap while we learn their hooks.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: a proven hair feed and reliable cadence. The band most creators start in.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: stylists with a real audience and clean demos. Highest cap, earned by results.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month: the first video past 100,000 views earns $50 flat.
Counted per video, so one viral video pays once and a steady month does not trigger it.
Organic views only: boosted or paid views never count toward the bonus.
No bonus on a video that broke the claims sheet or the category rule, even after it takes off.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

At 10 creators the simulator lands at $5.74 per 1,000 views against a $1.00 target. It closes only if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

In Common Beauty creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Claims sheet and pay bands
Your lead signs the claims sheet and pay bands. The ramp starts: 2 creators a week, up to 10 over six weeks.
Month 1
First hooks
Each creator posts 7 videos a week. One variable per test, and losers are killed after the first week of data.
Month 2
Hook library
Winning hooks go into the hook library and into paid tests. The roster reaches 10 creators.
Month 3
Move bands on results
Creators move between Starter, Standard and Premium on results, with cost per 1,000 views held against $1.00.
Day 90
Keep, shrink or grow
The whole program is reviewed against the $1.00 target. Your lead decides what happens next.
Monthly ceiling
Spend has a top
The ceiling is $15,000 with all 10 creators at the top cap, bonuses excluded.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Report

Every Monday: views by creator and format, cost per 1,000 views against $1.00, top hooks, drafts returned and who moves bands.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Booster, step two	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	One spray, four jobs	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Repair mask, first use	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Bundle unboxing	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Stylist's routine	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Exit

From organic to paid

Post organic first
Every video goes up on the creator's own account first. No ad spend until it shows it holds attention.
Pick the winners
Videos past 100,000 views, or whose hook beats the median, go on a short list.
Secure the rights
Paid use is agreed in writing with the creator before any video is boosted.
Test in paid
One variable per test: same video, different first line or cut. Losers are killed early.

From the video to the checkout

Link Magic Moisture Bundle videos to the bundle at $70.00 with a free booster and free shipping.
Link Magic Myst 4-in-1 videos to the $35.00 spray; send travel videos to the Mini at $18.00.
First-order offer: sign-ups get 20% off a first order. Use it only where the offer is live.
Creator link pages: the site words the offer as 25% off, so confirm the live offer first.
Mention free shipping only after the current minimum order is confirmed with your lead.

Part 15 of 15

Want to see the first briefs?

Grab a time here

Reviews already on one product page

A commission link already exists

A first-order offer for a creator's audience

Day returns, guaranteed

One number to protect

One variable per test

Losers killed early

All work in one channel

Booster, step two

One spray, four jobs

Repair mask, first use

Bundle unboxing

Stylist's routine

Four sources in

Five filters, fewer each step

Salon stylist

Wash-day creator

Frizz-focused creator

Damaged-hair storyteller

Travel and gym-bag creator

Gift-set creator

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and pay bands

First hooks

Hook library

Move bands on results

Keep, shrink or grow

Spend has a top

From organic to paid

From the video to the checkout

Hair care rules for every video

Brand words only

No medical talk

The one-use line is gated

Natural is off limits

Disclose the pay

Show honest hair

Want to see the first briefs?