Beauty is the most competitive UGC category in Canada and the one with the most rules attached. What separates a video that runs from one that gets pulled is almost always a sentence, not the filming.

Claims are federally regulated

A cosmetic can describe appearance and feel. The moment a video says a product treats, heals, prevents or corrects something, it moves into a different regulatory category with its own approvals. Creators do not always know where that line is, which is why the brief has to draw it for them.

Winter is the local angle

Canadian winter means dry indoor heating for five months, and the questions customers actually ask reflect that: does it help with tightness, does it sit under makeup, does it survive minus twenty. A video answering those beats a generic routine, because it speaks to a problem the viewer has right now.

Bilingual by default

If the brand sells in Quebec, the French version is not optional. Plan it at the brief so the same creator films both, or hire a francophone creator for the second version. Discovering this after the shoot doubles the cost and delays the campaign.

Before and after needs discipline

Same light, same angle, same distance, no filter, and the timeframe said out loud. Keep the original files with their date. This is the format that converts most and the one most likely to attract a complaint, so the rules are not optional.

Variety carries more than polish

Different skin types, different ages, different lighting conditions. Ten polished videos of one person convince less than four honest ones from four people who look like different customers. In Canada that also means visibly reflecting a diverse population, which is a commercial requirement here and not a gesture.

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Frequently asked questions

What cannot a creator claim?

That the product treats, heals or prevents.

What is the local angle?

Dry winter heating and what it does to skin.

Is the French version optional?

Not if the brand sells in Quebec.

What matters more than polish?

Variety of real people.