Le Beauty Club imports French para-pharmaceutical brands into South Africa. Historically, the business focused on B2B distribution through pharmacies. The ambition was to strengthen their direct-to-consumer channel through organic Instagram and reach a 25–40 year-old female audience.

That shift came with a specific set of constraints.

Internally, Le Beauty Club didn’t have an in-house content capability, and international freight operations were still impacted by the pandemic. On the market side, South African consumers tend to favour local brands, and French para-pharma doesn’t come with immediate emotional appeal. Unlike luxury or beauty brands, these products can’t rely on trends, fantasy, or exaggerated claims. Every word, visual, and implication has to comply with pharmaceutical advertising regulations and strict brand guidelines.

There were also practical limits to how content could be produced. We didn’t have access to products or influencers to create UGC-style videos, which ruled out most Reel trends and first-person storytelling commonly used on Instagram.

The challenge was to build a desirable, consistent presence for a clinical product range, while preserving trust, credibility, and compliance at every step.