The approach is meant to help consumers, particularly Gen Z, manage the information overload they’re likely dealing with as the various recommendations, trends and potential misinformation about skincare on the platform can be overwhelming.

The beauty behemoth is turning to in-house teams to accelerate content production that taps into trends within days, rather than the weeks or months of traditional marketing and advertising timelines.

The likelihood of a ban is still up in the air, marketers and agency execs say, which is why some are simply taking a wait and see approach while others are preparing contingency plans. 

This year, Laura Gellar Beauty has spent roughly 80% of its total media budget on Facebook and Instagram, up from between 60-70% of the total media budget last year.