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. AICO 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 AICO 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. AICO 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.
AICO 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.