Jones Road Beauty, creator engine

Creators who show the Wide Awake look

Ten everyday makeup wearers, seven videos each a week, built around Wide Awake Brightening Concealer and its 25 variants.

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

Wide Awake, on a real Monday

Illustrative: a creator shows Wide Awake Brightening Concealer at breakfast and again in the evening. She says "up to 8 hours", the brand's own wording, and nothing longer.

Illustrative post

Part 1 of 15

At a glance

Creator engine summary
Roster	10 creators, two added a week	The ramp takes six weeks: 0, 2, 4, 6, 8, 10 creators live by week.
Who	Everyday makeup wearers, not artists	Real faces and honest shade matching, from Just Enough Tinted Moisturizer to the Bobbi Kit 6.0.
Production	7 videos per creator per week	That is 303 creator videos a month at 10 creators, across five formats.
Pay	Three bands: a fee plus a cap	Starter $300 fee, $600 cap; Standard $500 and $1,000; Premium $800 and $1,500.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. At the cap: $300, $500, $700 by band.
Compliance	A claims sheet copied from the site	Creators quote only lines the brand already publishes, like "Clean No-Makeup Makeup".
Category rule	No skin-outcome promises	Talk look, shade, price and wear. Wide Awake is "up to 8 hours" in the brand's own words.
Goal	$1 per 1,000 views (a proposal)	Today's inputs give $5.74, so the simulator shows what has to change to close the gap.
Report	Every Monday, one page	Views, cost per 1,000 views, the top hook, and which losers were killed.
Decision	Ceiling $15,000, bonuses excluded	That is all ten creators at the top cap. Day 90 decides: keep, cut or scale.

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

Why me

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. This is the same playbook pointed at makeup: a small roster, a claims sheet, one variable per test, losers killed early. I have not run this category. The first month is for learning what Jones Road shoppers respond to.

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

12,400+
Reviews shown on the site
The site shows "Rated 4.3/5 12,400+ reviews". A crowd of customers is already vouching for the products, and creators put faces next to it.
Published
71
Reviews on Wide Awake Concealer
Wide Awake Brightening Concealer carries 71 reviews at 4.59, the most of the five products whose review data I could read. It is the hero product.
Published
61
Reviews on Wide Awake Neutralizer
Wide Awake Brightening Neutralizer has 61 reviews at 4.64. Its description says it layers under concealer, which gives creators a two-step video.
Published
$55
Free shipping line for US orders
US orders over $55 ship free; under that, shipping is $8.95. Every video can end on one clear, factual line.
Published

Part 4 of 15

Principles

One number to protect
The target is $1 per 1,000 views, a proposal. The simulator lands at $5.74 on today's inputs, so every test aims at closing that gap.
One variable per test
Same product, same creator, one changed hook. Seven videos per creator per week give enough tests to kill losers early.
Claims sheet before camera
Creators quote only lines Jones Road already publishes, like "Clean No-Makeup Makeup". Anything else is asked in the channel first.
One channel, not an email chain
Briefs, claim questions, drafts and reports live in one workspace. A claim gets answered before the video posts, not after.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MayaMon 8:30 AM
This week's hook: Wide Awake Brightening Concealer, first thing in the morning, no filter. Seven videos each, one variable per test. The claims sheet is pinned.
JessMon 11:05 AM
Can I say the Neutralizer hides dark circles all day?
Maya: Say "up to 8 hours", the brand's own wording. Not all day. I added it to the claims sheet.
Report botAppFri 4:00 PM
Weekly report posted: views, cost per 1,000 views against the $1 target, top hook, hooks cut. Foundation stick format is leading.
MayaTue 11:15 AM
Draft back to Priya: the Your Skin Foundation Stick swatch is great, but the line about flawless skin is not on the sheet. Reshoot the last ten seconds.
Tracker botAppThu 9:40 AM
Jess's Lip Recharge video passed 100,000 views, organic only. The $50 flat bonus is logged, and it is her one bonus this month.
MayaWed 2:00 PM
Check: is every post this week labelled as a paid partnership? Reply yes or no by end of day.
Leo: Yes, all labelled, including the Minimalist Defining Mascara draft.

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
Dark circle check
“Peach under the eye first, then concealer on top.”
Bare face, window light. Neutralizer first, blend with the Detail Blending Brush, then the concealer. One take, no cuts.
Brief 02
Foundation stick swatch
“Foundation in a stick, straight onto bare skin.”
Close-up swipe on cheek and jaw, blend with fingers, show the shade in daylight and indoors. Talk shade, never skin goals.
Brief 03
Bobbi Kit unboxing
“Everything for one look is in this bag. Let's open it.”
Unbox on a table, show each piece once, finish with the Bare or Joy shade on camera. Say the $88.00 price.
Brief 04
Lip Recharge routine
“My lip routine, from first swipe to last.”
Macro of the swipe, then a talking shot at your desk. Show the shade you chose and say the $24.00 price.
Brief 05
Minimalist mascara coat
“One coat of mascara, and I'm out the door.”
One eye with the mascara, one without, daylight. Say the $28.00 price and nothing about lash growth.

Every product line in a video comes off the claims sheet word for word, for example “Clean No-Makeup Makeup”, “Choose from 16 flexible shades.”, “Free from sulfates, parabens, and phthalates.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

People already posting the product
Look first at creators already showing Wide Awake Brightening Concealer, the product with 71 reviews on the site. They are the warmest first messages.
Bare-skin routine creators
Short-video creators who do quick, light routines. The brand's own line is "Clean No-Makeup Makeup", so the fit takes one sentence to explain.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. Recruiting starts with direct outreach, not with an existing program.
Merch-wearing lifestyle profiles
Creators who would wear The Hoodie or The Classic Tee on camera. The brand already sells both, so the voice fits beyond makeup.

Five filters, fewer each step

1Bare-skin comfort
Appears on camera with natural skin and no heavy filter.
2Claims discipline
Has read the claims sheet and agrees to quote only what is on it.
3Posting rhythm
Can post seven videos a week through the six-week ramp.
4Disclosure
Labels every post as a paid partnership, every time.
5Shade honesty
Can show a real shade match in daylight, across the 16 Just Enough shades.

Part 7 of 15

Who we pick

Busy-morning minimalist
Gets ready in five minutes and shows exactly how.
Likely product: Just Enough Tinted Moisturizer
Tired-eyes storyteller
Talks night shifts and school runs, then shows concealer on a real face.
Likely product: Wide Awake Brightening Concealer
Shade-match nerd
Walks through undertones in daylight, swatch by swatch.
Likely product: Your Skin Foundation Stick
Gift-set unboxer
Opens kits on camera and explains what each piece is for.
Likely product: The Bobbi Kit 6.0
Lip-first creator
Builds a whole look starting from one lip product.
Likely product: Lip Recharge
Blending teacher
Teaches tools and technique step by step, no promises.
Likely product: The Detail Blending Brush

Left off, every time

Always left out: anyone who would promise a skin result, invent a review, skip the paid-partnership label, or use a filter that changes the shade. Category rule: no skin-outcome promises, only the brand's own wording on the claims sheet.

Part 8 of 15

First twenty

Bare-skin morning routine creators on short video
Desk-job creators who do their face in five minutes
Parents who get ready in a rush
Shift workers who cover tired eyes
Shade-match explainers who film in daylight
Creators who unbox kits and bags
Lip-product collectors who build looks from one lip
Mascara minimalists who keep it to one coat
Brush and blending technique teachers
Travel-bag packers who show a small makeup kit
Mature-skin creators who want light coverage
Creators who like oversized hoodies and low-effort style
Gym-to-office routine creators
Get-ready-with-me creators who film in one take
Skincare-first creators crossing into makeup
Candid reviewers who show the product, flaws included
City creators who film outside in natural light
Gift-guide creators who pick kits for friends
Creators with small followings and high comment rates
Body-care routine creators who also use face products

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Clean No-Makeup Makeup”
Opening line of any video
“Free from sulfates, parabens, and phthalates.”
Any video about the formulas
“Choose from 16 flexible shades.”
Just Enough Tinted Moisturizer videos
“delivers medium-to-full buildable coverage while brightening for eyes that look wide awake for up to 8 hours.”
Wide Awake Brightening Concealer videos
“Available in 8 neutral shades, this is a modern eyeshadow that glides on beautifully and blends in effortlessly.”
The Eyeshadow Stick videos
“Free shipping on US orders over $55”
Closing line for US viewers

Never said

Each one with the reason it stays out.

Never say it fixes dark circles for good
A permanent skin outcome. The sheet only holds appearance wording.
Never say it lasts all day and all night
A wear-time promise beyond the brand's own wording.
Never say it is dermatologist approved
A professional endorsement the facts do not show.
Never say it is better than another brand
A comparison with nothing on the sheet to back it.
Never say it clears breakouts
A skin outcome promise. Only the brand's own short product note may be quoted.
Never say reviews prove it works
A proof claim. Review counts are social proof, not a study figure.
Never say the sunscreen protects you all day
A sun-protection promise; none is on the sheet.

To confirm with the brand

Held until someone on the brand side signs off.

The non-comedogenic note on Wide Awake Brightening Neutralizer
It appears as a short note on the product page. The brand should confirm the full wording before creators say it.
Returns and exchanges windows
The site shows 30-day returns in one place and 45-day exchanges in another. Confirm the exact line before creators quote it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For newer creators with small audiences: the lowest fee and cap while we learn which hooks work.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators who post steadily and pass the claims check: a middle fee and a middle cap.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose videos keep earning their place: the top fee and cap, reached by results.
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, even if several videos pass 100,000 views.
The bonus is per video: that single video must pass 100,000 views for the $50 flat.
Organic views only. Paid boosts never count toward 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

Today's inputs give $5.74 per 1,000 views against the $1 target. It closes if 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Program facts

Jones Road Beauty 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
Claims sheet and hook library
Build the claims sheet from the Jones Road site, the first hook library and the channel set. No creator is live yet; the ramp starts at 0.
Month 1
Ramp to ten creators
Two creators join each week until all ten are live, at seven videos each a week. One variable per test, losers killed early.
Month 2
Cut and double down
Drop the weakest hooks and creators. Push the formats with the best cost per 1,000 views against the $1 target.
Month 3
First paid tests
Send the best organic videos into paid and read the result. Move creators across the three pay bands by results, not by follower count.
Day 90
The decision
Review the full ninety days: cost per 1,000 views, bonuses paid, what Jones Road keeps. Then keep, cut or scale.
Ceiling
The monthly ceiling
All ten creators at the top cap, bonuses excluded, comes to $15,000. That is the most this roster can cost in a month.

$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 Jones Road gets one page: views, cost per 1,000 views against the $1 target, the top hook, and what we killed. No meeting needed.

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	Dark circle check	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Foundation stick swatch	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Bobbi Kit unboxing	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Lip Recharge routine	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Minimalist mascara coat	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

Organic to paid

From organic to paid

Pick the winners
Flag videos with the best hold and cost per 1,000 views, not only raw views. Organic results come first.
Get usage rights
Ask the creator for written usage rights before any boost. No rights, no paid test.
Boost small
Run the video as a partnership ad with one variable changed. Losers are killed early.
Scale or stop
Scale what beats the $1 target. Cut what does not, and tell the creator why.

From the video to the checkout

Link to the product page of the item in the video, never the home page.
Say "Free shipping on US orders over $55" only to US viewers.
For Canada, the rule is free standard shipping over $125 CAD.
For the EU, free standard shipping applies over €85 EUR.
Under $55 in the US, shipping is $8.95. Creators say it plainly if asked.

Part 15 of 15

Makeup rules

Makeup rules for every Jones Road video

Makeup talk stays on look, shade, wear and price. Skin outcomes stay out unless it is the brand's own wording, and every video follows these six rules.

Look, not treatment
Describe the look: coverage, finish, shade. Never promise that a product changes your skin over time.
Wear time in the brand's words
For Wide Awake products say "up to 8 hours", the brand's own wording, and nothing longer.
Ingredient talk stays on the sheet
Only the brand's line: free from sulfates, parabens, and phthalates. Never add ingredient benefits of your own.
Sunscreen stays off camera
Do not talk about Everyday Sunscreen protection. Show it only if a brief says so and the sheet carries the wording.
Paid-partnership label
Every post carries the label. The pay bands, the caps and the $50 flat bonus apply only to labelled videos.
Shade honesty
No filter that changes colour. The site lists 16 Just Enough shades and 30 foundation stick variants, so viewers match from what they see.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Reviews shown on the site

Reviews on Wide Awake Concealer

Reviews on Wide Awake Neutralizer

Free shipping line for US orders

One number to protect

One variable per test

Claims sheet before camera

One channel, not an email chain

Dark circle check

Foundation stick swatch

Bobbi Kit unboxing

Lip Recharge routine

Minimalist mascara coat

Four sources in

Five filters, fewer each step

Busy-morning minimalist

Tired-eyes storyteller

Shade-match nerd

Gift-set unboxer

Lip-first creator

Blending teacher

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and hook library

Ramp to ten creators

Cut and double down

First paid tests

The decision

The monthly ceiling

From organic to paid

From the video to the checkout

Makeup rules for every Jones Road video

Look, not treatment

Wear time in the brand's words

Ingredient talk stays on the sheet

Sunscreen stays off camera

Paid-partnership label

Shade honesty

Want to see the first briefs?