When Indy Beauty launched at KICKS both online and in-store the goal wasn’t just to share the news. It was to make the launch visible in a way that felt real, immediate and impossible to miss. Retail presence only works if people recognize it when they walk into a store, so the focus was clear: turn availability into awareness and awareness into action.

Instead of relying on traditional campaign messaging, Indy Beauty built the idea around proof. If the products were now available at KICKS, creators should show exactly that, in real moments.

The execution on BOOSTIFIED—Pay

The campaign was launched directly through BOOSTIFIED—Pay, where Indy Beauty opened up for creators to apply. The response was strong, with over 200 creators interest in being part of the launch. This gave the brand a broad and diverse selection of profiles, making it possible to match the campaign with different audiences and content styles.

To keep the process flexible and efficient, creators were asked to define their own budget expectations for the collaboration. This approach allowed Indy Beauty to build a well-balanced mix of partnerships, combining smaller creators with highly engaged audiences and larger profiles with wider reach. Compensation included both product seeding and paid collaborations, ensuring that creators were both genuinely interested and properly incentivized.

This campaign is ofc part of a bigger strategy. Indy Beauty has been active on BOOSTIFIED—Pay since early 2025, using the platform not just for single activations but to continuously build and refine their creator network.

Over time, they’ve developed a strong contact base consisting of favorite creators and previous collaborators. This allows them to move quickly when launching new campaigns—either by inviting selected creators directly or by promoting campaigns to curated lists. For the KICKS launch, this meant immediate traction, with both trusted creators and new talent contributing to the campaign’s reach.

The result

By combining real-world visibility with creator-driven storytelling, Indy Beauty successfully turned a retail launch into something people could actually see and experience. The content didn’t just inform—it created recognition, curiosity, and intent.

The campaign generated a high level of engagement from creators, expanded Indy Beauty’s network even further and ensured that the launch at KICKS reached audiences in a way that felt both authentic and relevant.

The takeaway

Retail launches don’t win on announcements alone. They win when people can connect what they see online with what they experience offline. By letting creators document the in-store reality, Indy Beauty bridged that gap—turning shelves into content and content into demand.

With BOOSTIFIED—Pay, they didn’t just launch at KICKS. They made sure people noticed.