Content Creation

Content strategist and creator for a founder-led midlife body-care brand — paid test ABOUT IMBUE Imbue is an Australian body-care brand being created specifically for skin affected by perimenopause, menopause and hormonal change. We are currently in the formulation and development phase, with an intended launch in April 2027. For the next 6–9 months, the priority is not promoting a product. It is cultivating an engaged audience and building a community of women who recognise themselves in the conversations Imbue is creating. THE CONTENT OPPORTUNITY Women are actively looking for intelligent, honest and relatable content about perimenopause, menopause, hormonal change, skin, ageing and the experience of living in a body that suddenly feels different. I want to create content that makes women think: “That’s exactly what happened to me.” “I didn’t know there was a reason for that.” “Why has nobody explained this before?” “I need to send this to a friend.” The content should be interesting and valuable even if the reader has never heard of Imbue and has no immediate interest in buying body care. Possible areas include: • the physical changes women experience but are rarely warned about • what I have learned about perimenopause, menopause and hormonally changing skin • common experiences women assume are isolated or unrelated • how women’s bodies and changing needs are represented—or overlooked—by the beauty industry • why I decided to create Imbue • how I approached researching and developing the brand • what happens behind the scenes when creating an evidence-led product • things I believed before beginning this process that I now understand differently • the emotional experience of no longer recognising your skin or body • intelligent, relatable observations about midlife that women will want to share These are examples, not a fixed content list. A core part of the role is identifying fresh, far-reaching topics and angles that Imbue can credibly own. WHAT I’M LOOKING FOR I’m looking for a content strategist and creator who can help me generate original ideas and turn those ideas into engaging, highly shareable content. You should be able to: • understand Imbue’s audience and identify what will genuinely resonate with them • uncover interesting content angles from founder conversations, notes and research • develop original ideas rather than waiting for me to supply every topic • find strong, specific hooks that create recognition or curiosity • turn complex or evidence-led information into accessible content • write intelligent, warm and human copy • recommend the best format for each idea, including carousels, static posts, founder stories, text-led posts and short-form video • create clean, premium Instagram posts • develop simple video concepts and scripts that I can record in the future • create content that encourages shares, saves, conversation and relevant audience growth The work should not feel like generic beauty content, empty empowerment messaging, trend imitation or material that could belong to any wellness brand. The tone should be intelligent, direct, warm, honest and credible. It should feel like: “We’re all in this, so let’s talk about what is actually happening.” WHAT THIS ROLE IS NOT At this stage, I am not looking for: • product-focused promotional content • claims about a finished product that is still being formulated • full social media account management • paid advertising • someone to post or engage through my Instagram account • generic Canva templates with different words added • promises of guaranteed followers or viral reach PAID TEST I would like to begin with a small paid test before committing to ongoing work. Budget: up to AUD $150. As part of your application, please briefly propose what you would deliver within this budget to demonstrate your content thinking, writing and creative approach. This might be a small selection of content ideas, one developed post, a content direction for a particular theme or another focused approach you believe would be useful. I am open to your recommendation. I will provide Imbue’s brand positioning, audience and content pillars, tone guidance, founder notes and relevant background material to the selected freelancer. Please do not complete the work or submit unpaid content ideas with your application. I am only asking you to outline your proposed paid test. HOW TO APPLY Please include: • a brief introduction and your relevant experience • two or three examples of content you have created for founder-led, beauty, wellness, women’s health or evidence-based brands • what you personally contributed to each example • your proposed paid test and exactly what you would deliver for up to AUD $150 • your expected turnaround time • your availability for potential ongoing work Please begin your application with the word “IMBUE” so I know you have read the complete brief. If the paid test is successful, there is potential for ongoing work developing and creating Imbue’s content in the lead-up to its April 2027 launch.