Video Strategy

Beauty Product Launch Video

Client
Brilli Wellness Lighting
Look Up LED Beauty Mirror, Product Launch

Year
2019

Role
Brand Strategist + Creative Director

The Ask

As Creative Lead at circadian lighting brand Brilli Wellness, I was tasked with driving brand awareness and education for the venture-backed startup company’s launch, as circadian lighting and its effects on health and wellness are not widely known or understood by the general public.

Approach

To assess how best to educate the general public about circadian lighting and Brilli’s products, I conducted consumer and market research, drawing on focus group responses, initial sales, and performance analytics.

Brilli’s Look Up LED Beauty Mirror was showing early sales from the public and interest from lifestyle editors. The high price point of the product made this all the more surprising.
Additionally, the Look Up LED Beauty Mirror featured a sleek and modern design, whereas Brilli’s light bulbs appeared more “expected”.
One notable feature of the Look Up mirror is how easily it facilitates integrating circadian lighting into your daily routine, both in the morning and at night.

These factors, along with the research and study results, are why the Look Up LED beauty mirror was selected as a flagship product and a great candidate for video. With video, we could showcase how it boosted energy naturally while also providing optimal lighting for makeup, and how its dimming feature made it excellent for bedtime routines without interrupting the release of melatonin like other non-circadian lighted mirrors.

Concept

I positioned the Look Up Mirror as a high-end essential that elevates daily beauty routines, highlighting its one-touch energy boost feature. Through the “Daily Beauty Ritual” concept, I shifted focus from product specs to an aspirational yet approachable experience, using minimalist luxury styling, soft high-key lighting, and clean, elegant design to showcase the user’s natural glow

The video opens with aspirational visuals, then smoothly highlights key features—three light modes and ideal size—through elegant motion and on-screen text. Designed for premium e-commerce and social channels, it elevates Brilli’s product storytelling across Shopify, Wayfair, Amazon, and the brand site.

Results

This video earned several notable media and product placements, including:
- People magazine’s "Holiday Gift Guide” (2019)
- Yahoo’s “50 Life Changing Products Your Home Needs” list (2021)
Secured a new e-commerce partnership with Wayfair (2020)
Helped to deliver a record $24M in annual revenue (2021) for the company, boosting conversions for Brilli’s highest price point product.

Concept Storyboard

Brilli Wellness
Look Up LED Beauty Mirror

“Make the most of your self-care routine...”

Waking Up

Womans hand turning on the Brilli Wellness LED Look Up Beauty Mirror

Scene 1 - Communicate the concept

Video opens with model walking into bathroom and turning on mirror, while in robe with towel on head, like these photos.

Add name of product in white space here when tight on mirror without her face in the shot.

“...with the top-rated Look Up Energy-Boosting Lighted LED Beauty Mirror by Brilli.”

2. Brand + Product Introduction

Scene 2

Introduce the brand name as quickly as possible, followed by its core purpose - adding light and boosting energy.

3. Educate
and Inform

“In just the time it takes to get ready for your day, its scientifically-engineered light boosts energy, and helps you feel better.”

Scene 3

Educate and inform how circadian lighting makes you feel, and what it does (RTB) for your body, mind, and mood.

Emphasize how easy it is to use, and by extension, how easy it is to incorporate healthy circadian lighting into your daily routine.

Create trust with “scientifically-engineered”; evidence of brand and product quality.

“Enjoy one-touch controls, and light that’s up to four times brighter than the leading brands for accurate makeup application. Plus, our technology is optimized for health and wellness.”

4. Product
In-Action

“VO: Enjoy one-touch controls...
Text Overlay: One-touch controls

VO: and light that’s up to four times brighter than the leading brands for accurate makeup application.

Text Overlay: Quality LEDs for accurate makeup application

VO: Plus, our technology is optimized for health and wellness.

Text Overlay 1: Energy-boosting benefits
Text Overlay 2: Wellness-optimized lighting technology”

Scene 4

In a scene without the model, draw the product into focus. Using the product as backdrop, emphasize key product benefits and features in voice and text overlay, to increase awareness, education, and retention.

“It’s easy to use and install, hardwired, and suited to bathrooms, bedrooms, and more.”

5. Convey Ease

“And when you’re ready to unwind, just dim down for the evening.”

6. Evening Relaxation

Scene 6

Show mirror dimmed down with one-touch, taking off her makeup with a cotton swap or facecloth, and then when she turns the mirror off, cut to end card.