The beauty industry is brilliant at moving fast. But speed, automation, and over-optimisation have pushed communications planning into a familiar, "over-processed" middle lane. 

Too often, brands are chasing reach, formats, and platforms at the expense of impact, meaning, and long-term growth.

Join us on Wednesday, 29th April at 4 pm for a practical webinar where Craft Media London introduces The Anti-Ultra-Processed Planning Cookbook. 

This is not a trend talk or a theory lecture; it is a collection of human-made "recipes" designed to help beauty marketers think more clearly, plan more deliberately, and make better decisions across paid, owned, and earned comms.

Drawing on Craft’s experience across 200+ brand challenges, we will go deeper into three core recipes, which will be brought to life with real beauty and wellness examples:

• Recipe 1: Notice Over Reach – Why getting noticed (not just seen) is now the biggest challenge in comms, and how to reframe planning around attention and impact.
• Recipe 2: Get Out of the Middle Lane - ow being focussed with your comms might be the answer to balancing advertising risk with return
• Recipe 3: The Cultural Cascade – A simple framework for understanding how ideas travel from small tribes and subcultures into the mainstream, helping brands build relevance without forcing it

What you will walk away with:

• A clearer way to challenge default, "over-processed" planning behaviors.
• Practical frameworks to improve attention, cultural relevance, and effectiveness.
• Tangible questions and checks you can use immediately in your next brief or plan.

Yewande Ogunkoya, Managing Partner

Charlotte Netherwood, Strategic Consultant

The Webinar is for CEW Members Only

Date: Wednesday 29th April

Time: 4-5pm

Location: Zoom

Click here to register on Zoom

For any event enquiries please contact [email protected]