From urgent retailer deadline to ongoing content partner.
Sorted Skin is an award-winning UK skincare brand specialising in prebiotic-powered products for sensitive skin. What started as a tight Boots Ireland deadline turned into a retainer relationship — and a growing international content operation.
The challenge.
Tim, Sorted Skin's founder, had a problem most small beauty brands know well: a major retailer needed promotional content, fast.
Boots Ireland wanted in-store screen videos showcasing Sorted Skin's products, benefits and positioning. Traditional production would have taken weeks to coordinate — scripting, shooting, editing, approvals. Tim didn't have weeks.
Beyond the immediate deadline, Sorted Skin faced a broader content challenge. A growing brand with international distributors needs a constant stream of content: social, product videos, retailer assets — all adapted for different markets and languages. With a small team, producing that volume consistently was not realistic.
What we did.
The urgent ask — Boots Ireland. AI/CO produced an AI-generated promotional video for Boots Ireland's in-store screens. From brief to delivered, ready-to-play content: one week. The video went live in stores on schedule.
The ongoing partnership. After seeing what was possible under pressure, Tim moved Sorted Skin onto an AI/CO retainer. We now work together on:
- Yearly content planning mapped to hero product priorities, campaign themes, and selling seasons (back-to-school, Black Friday, holiday, launches).
- Monthly social content delivered through Sorted Skin's own customer portal on Notion.
- Grab-and-go workflow: each month Tim's team picks up the images, adds a caption, and posts. No briefs. No back-and-forth. No production delays.
Scaling internationally. With distributors around the world, Sorted Skin needed the same quality content adapted for different regions and languages. AI/CO now produces video content in multiple languages and formats — giving each distributor market-ready assets they can use immediately.
Why it worked.
For a growing brand like Sorted Skin, the content bottleneck was real. There was always something urgent, and the long-term planning kept getting pushed. By combining a content calendar with monthly production on a retainer, the scramble stopped. Content became predictable.
And when a new market or retailer needs assets, they're days away, not weeks.
AI/CO turned our content from a constant fire drill into something we can plan around. The Boots Ireland video was the proof point, but the monthly content calendar is what changed how we operate.