Ego Pharmaceuticals scales creator program for QV

Ego Pharmaceuticals is scaling a creator program for its flagship skincare brand QV, as the company leans further into creator-led content to support product discovery, education and conversion across social platforms.

The program, built with marketing agency Social Soup, runs through to June and is designed to generate high volumes of relevant, creator-made content across multiple audience segments. The strategy leans heavily into micro and nano creators, reflecting how consumers increasingly research and validate skincare products through relatable, experience-led content rather than polished brand messaging.

The move signals a broader shift in how influence is being used inside large FMCG and pharmaceutical-backed brands - less as a campaign layer and more as a core content and performance channel supporting consideration and conversion.

“QV is investing in creators as a performance and content channel, not just an awareness driver,” Courtney Barlow, marketing communications manager at Ego Pharmaceuticals, said. 

“Creators are becoming a powerful lever for both conversion and credibility. This approach allows us to scale real, relatable skincare experiences that align with how people research and discover products today.”

The program will deliver a steady pipeline of creator-led reviews, education and product trial content, supporting QV’s continued growth in the sensitive skin category while strengthening the brand’s broader digital content ecosystem.

The approach reflects wider changes across social platforms, where algorithmic discovery and search-driven behaviour are pushing brands to prioritise consistency, authenticity and scale in creator content, particularly in categories like skincare, where trust and lived experience play an outsized role in purchase decisions.