This document provides content marketing tips for beauty and skincare brands. It discusses three major challenges brands face: 1) consumers expect personalized experiences and have turned to influencers for recommendations; 2) consumers want educational content to research products before purchasing; and 3) brands struggle to deliver personalized content at scale. The document recommends addressing these challenges by 1) building a digital content hub to position the brand as an expert; 2) focusing on educational and inspirational content to drive engagement; and 3) using a personalization platform to deliver authentic 1:1 interactions across channels.