Lion Pose, creator engine

Ten creators, one number to protect

A first roster for Lion Pose: creators with skin of color, seven videos each per week, making The Placenta Facial and Unspotted look like a real routine.

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

My night routine: Unspotted, then Pep Talk

Illustrative: the creator applies the Acid Jelly Night Serum, follows with the barrier cream, and says how her skin felt that night. No promises, only her routine.

Illustrative post

Summary

Creator engine summary
Roster	10 creators, two added each week	Live in weeks 0, 2, 4, 6, 8 and 10. Six weeks from first brief to a full roster of ten.
Who	Routine-first creators with skin of color	Lion Pose is daily skincare for people of color, so the roster should look like the customer.
Production	7 videos per creator per week	At ten creators that is 303 creator videos each month, all built on the five formats.
Pay	Three bands, caps from $600 to $1,500	Starter $300 base, $600 cap. Standard $500, $1,000. Premium $800, $1,500.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Cap bonuses: $300, $500, $700.
Compliance	A claims sheet built from Lion Pose's own lines	Creators quote only the sheet. A video that breaks it earns no bonus and gets reshot.
Category rule	No skin outcome beyond the brand's words	Any result line travels with its note: "*Results may vary." The acid serum always comes with the sunscreen reminder.
Goal	$1 per 1,000 views	Simulator today: $5.74 per 1,000 views, from $10,050 for 1.8M views.
Report	A Monday sheet per creator	Views, cost per 1,000 views, claim flags and which hooks get killed.
Decision	Sign the claims sheet and the ceiling	Your lead approves the sheet and the $15,000 monthly ceiling before the first brief goes out.

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 ad engine alongside it. Same playbook here: recruit in batches, test hooks, kill losers early, pay for views that hold. Skincare is a different category and I haven't run it. Lion Pose's claims sheet and your lead's review cover that gap.

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

145
Reviews on the Pep Talk cream
Pep Talk has 145 reviews at 4.6. That is a real base of users, so creators can film a routine they can actually describe.
Published
75
Reviews on Unspotted 4X
The Acid Jelly Night Serum has 75 reviews at 4.8. It is the natural first brief for the night-step format.
Published
85
Reviews on Pep Melt
The new cleansing balm already has 85 reviews at 4.9. A makeup-off video has proof behind it from day one.
Published

Part 4 of 15

Principles

One number to protect
The number is $1 per 1,000 views. Every creator, hook and bonus gets judged against it, starting from the $5.74 the simulator shows today.
One variable per test
Same product, same shoot, new hook. If the Pep Talk cream video wins, we know it was the opening line, not the light.
Losers killed early
A hook that stalls in the first batch of seven videos is cut before the next brief. The effort moves to what holds on Unspotted and The Placenta Facial.
Claims sheet before camera
Every creator gets the sheet first: the brand's own lines, nothing added. A video outside it is reshot and earns no bonus.

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: night-step video on UNSPOTTED 4X® Acid Jelly Night Serum. Seven videos. Change the hook only and keep the shoot the same. The claims sheet is pinned.
MayaTue 11:10 AM
Can I say the serum fades dark spots in a set number of weeks on camera?
Use the sheet line and show the study footnote on screen. Don't give a timeline of your own. Skin varies.
Report botAppMon 9:00 AM
Weekly report is up: views, cost per 1,000 views and claim flags for each creator. Two hooks are flagged to kill before this week's brief.
JordanWed 2:15 PM
Draft sent back. The Pep Talk cream segment is good, but the redness line isn't on the sheet. Reshoot that sentence with the sheet wording and resend.
Win botAppFri 4:40 PM
Priya's Pep Melt video passed 100,000 views, all organic. The $50 flat bonus is queued for review, and the hook goes into the library.
JordanThu 10:05 AM
Check before Monday: confirm the tinted SPF 42 reads sheer on camera in daylight, and that the reminder to use a daily SPF is spoken in the acid serum videos.

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
Night step, start to finish
“This is my night step: Unspotted 4X, start to finish.”
Bathroom mirror, one take. Show the jelly texture, apply it, say your own routine order. Close on the daily SPF reminder.
Brief 02
Jelly close-up
“Watch what this serum looks like out of the bottle.”
Macro shot of the 30 mL bottle and the jelly on fingertips. Natural light, no filter, ten to fifteen seconds of texture.
Brief 03
Cream after the serum
“Step two: the Pep Talk cream goes on over it.”
Over-the-shoulder at the vanity. Scoop, spread, say how it feels. Mention the 1.7 oz size and $54.00 price on screen.
Brief 04
Bundle unboxing
“Everything in the bundle, one product at a time.”
Table top, flat lay of the Everything Bundle. Pull out each item, say what it is for, end on the tote.
Brief 05
The routine in order
“My three steps, in the order I actually use them.”
Split the day: morning SPF, night serum and cream. One cut per step, captions over each product name.

Every product line in a video comes off the claims sheet word for word, for example “An oil to milk cleansing balm that melts away makeup, SPF, oil and dirt without drying or stripping.”, “100% vegan ingredients. Never tested on animals.”, “A rich, noncomedogenic moisturizer with ceramides and vegan BIO-Placenta peptides that cares for the skin barrier, calms redness, and hydrates dry skin.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Accounts around Lion Pose's Instagram
The site links its Instagram. I'd start with creators already engaging with it and with its skincare posts.
Existing reviewers
Pep Talk has 145 reviews and Unspotted has 75. Real users are the warmest first outreach, if your team shares their consent.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. Recruiting starts from direct outreach.
Seeded outreach
A direct message with the 3-step system at $172.00 sent as a gift, plus the claims sheet and the first brief.

Five filters, fewer each step

1Skin-of-color fit
Audience and content centered on skin of color, matching Lion Pose's own positioning.
2Routine content
Their feed shows repeatable routines, not one-off hauls.
3Real audience
Comments from real people, not bought followers or pods.
4Claims discipline
They read the sheet and agree to stay inside it.
5Seven a week
They can deliver seven videos a week without dropping quality.

Part 7 of 15

Who

Dark-spot routine diarist
Films a weekly check-in on her hyperpigmentation routine and talks about what she uses.
Likely product: UNSPOTTED 4X® Acid Jelly Night Serum
Barrier-first minimalist
Keeps a short routine and cares about moisturizer texture. Reviews the full system step by step.
Likely product: The Complete System
Night-cleanse ritual
Makes removal videos after makeup or SPF and shows the oil-to-milk change.
Likely product: PEP MELT Cleansing Barrier Balm
Daily SPF with tint
Talks sunscreen on deeper skin tones, white cast and daily wear.
Likely product: UNGHOSTED™ Sheer Tinted 100% Mineral SPF 42 with Squalane
New to skincare
Starts from zero and explains the three steps as she learns them.
Likely product: 3-Step Skincare System
Two-step before and after
Documents a serum plus cream pairing over time, with honest limits.
Likely product: The Placenta Facial: Acid Serum + Barrier Cream

Left off, every time

Always left out: creators who promise medical outcomes, who run down named competitors, who buy followers, or who won't use the claims sheet. The category rule: skin results stay inside the brand's own words, with the results note.

Part 8 of 15

First twenty

Skincare diarists who post a weekly check-in on their routine
Creators documenting hyperpigmentation over several months
Minimalist routine creators with a three-product shelf
Makeup artists who talk about removal and skin prep
Creators who review sunscreen on deeper skin tones
Nighttime routine creators with a steady evening series
Mothers sharing a short morning skincare routine
College students building a first routine on a budget
Men with sensitive skin who talk about a simple routine
Creators over forty who film their routine honestly
Barrier-repair explainers who read ingredient lists on camera
Haul-to-routine creators who finish what they buy
Travel creators with a compact skincare kit
Creators who unbox bundles and explain each product
Vegan and cruelty-free beauty reviewers
Fragrance-free and sensitive skin reviewers
Skincare creators who film in natural bathroom light
Short-form teachers who explain one ingredient per video
Creators with a loyal comment section on routine questions
Everyday creators who already post morning and night routines

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“An oil to milk cleansing balm that melts away makeup, SPF, oil and dirt without drying or stripping.”
Pep Melt videos, on camera or in the caption
“A rich, noncomedogenic moisturizer with ceramides and vegan BIO-Placenta peptides that cares for the skin barrier, calms redness, and hydrates dry skin.”
Pep Talk cream videos
“100% vegan ingredients. Never tested on animals.”
Any product video; works as the closing line
“15% Super Zinc® Non-nano Zinc Oxide: The sheerest form of zinc oxide that minimizes white cast and is reef-safe”
Unghosted tinted SPF videos
“94% saw their dark spots fade”
Unspotted videos, only with the study footnote on screen
“Visibly brighten pigmentation, reduce acne scars, and provide deep hydration, all while repairing the skin's barrier for a rejuvenated glow.”
Placenta Facial videos, read as written

Never said

Each one with the reason it stays out.

Never say it clears everyone's skin
A result for all people. Only individual experience can be shared as a personal story, and only after the lead approves.
Never say it replaces a dermatologist
A medical promise. Lion Pose is a daily skincare brand and the video must not suggest otherwise.
Never say you can skip sunscreen with the serum
The brand itself says acid actives raise sun sensitivity, and the brand recommends a daily SPF.
Never say it beats a named competitor
A comparison claim. The sheet holds no comparison data, so none can be made.
Never say results are guaranteed
An outcome promise. The brand's own wording says results may vary.
Never say it contains real placenta
The site describes vegan BIO-Placenta peptides, and a creator must not contradict the ingredient description.

To confirm with the brand

Held until someone on the brand side signs off.

Money-back guarantee length
Pages show two different guarantee lengths. Lion Pose must confirm which one creators may mention.
Press mentions such as the Harper's Bazaar line
A press quote. Lion Pose must confirm whether creators may repeat it in a video.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators proving they can hold seven videos a week on one product.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators whose hooks already hold and who film steadily across two products.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven creators who carry a full routine and teach the claims sheet to newer ones.
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, so one breakout cannot be paid twice.
The bonus is paid per video, only when that single video passes 100,000 views.
Only organic views count. Paid boosts never trigger the bonus.
No bonus on a video that broke the claims sheet or the category rule.

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 the plan inputs the program costs $10,050 for 1.8M views, or $5.74 per 1,000 views against $1.00. It reaches target only if 4.2% of videos go viral or the median video hits 21,711 views.

Program facts

Lion Pose 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
Sheet signed, first briefs out
Your lead signs the claims sheet. First briefs go out on Unspotted and Pep Talk. Two creators go live each week until ten, six weeks.
Month 1
Hook library starts
Seven videos per creator per week. Every test changes one variable. Losers are cut each Monday before the next brief.
Month 2
Scale what held
More briefs on the formats that held. Creators who beat the median can move up a band, always inside the caps.
Month 3
Winners to paid
The best organic videos go to a paid test with your team's approval. The 100,000-view bonus stays organic only.
Day 90
Review against $1
Cost per 1,000 views against the $1 target. Keep, cut or re-cut the roster, with all 303 monthly videos on one sheet.
Ceiling
Monthly ceiling
All ten creators at the top cap, bonuses excluded: $15,000. Nothing goes above it without your lead's yes.

$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, cost per 1,000 views and claim flags for each creator, plus which hooks we kill and which move into the library.

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	Night step, start to finish	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Jelly close-up	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Cream after the serum	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	The routine in order	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

Pick the winners
After a hook holds across a batch of videos, shortlist the three best by cost per 1,000 views.
Ask for usage rights
The creator agrees in writing to paid use of the video, with the claims sheet attached.
Run it as a test
Run the video as its own ad test. One variable changed per test, nothing else.
Keep or kill
Keep it only if it beats the organic result. Kill it early if it doesn't.

From the video to the checkout

Unspotted videos link to the serum page at $79.00.
Pep Talk videos link to the cream page at $54.00.
Pep Melt videos link to the balm page at $35.00.
Bundle videos link to the Welcome Bundle at $172.00, shipping free over $75.
Anyone wanting a routine on repeat is pointed to Subscribe & Save up to 20%.

Part 15 of 15

Want to see the first briefs?

Grab a time here

Reviews on the Pep Talk cream

Reviews on Unspotted 4X

Reviews on Pep Melt

One number to protect

One variable per test

Losers killed early

Claims sheet before camera

Night step, start to finish

Jelly close-up

Cream after the serum

Bundle unboxing

The routine in order

Four sources in

Five filters, fewer each step

Dark-spot routine diarist

Barrier-first minimalist

Night-cleanse ritual

Daily SPF with tint

New to skincare

Two-step before and after

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet signed, first briefs out

Hook library starts

Scale what held

Winners to paid

Review against $1

Monthly ceiling

From organic to paid

From the video to the checkout

Skincare for people of color: the rules

Brand wording only

Results carry their note

Sunscreen reminder

No medical promises

Personal story, labeled

Disclose the partnership

Want to see the first briefs?