What: From quick-selling product collaborations to long-form content formats, beauty is headed for the small screen.

Why is it important: A departure for brands that have relied heavily on bite-sized social media content to spur sales in recent years. Now, with entertainment collaborations, brands are creating long-form content of their own.

Pat McGrath Labs, Sephora, and Neutrogena are among the big beauty names that are embracing entertainment as the newest means of engagement.

The opportunities in the space are myriad. For Neutrogena, for example, putting muscle behind entertainment was a no-brainer, given the complexity of its messaging. Its first film, which debuted last year on YouTube, was called “In the Sun,” and its goal was to educate on the need for sun care in skin cancer prevention.

Other brands are taking the entertainment route. Chief creative officer and founder of Too Faced is in the editing phase of a behind-the-scenes documentary of day-to-day life running a cosmetics brand and is also toying with the idea of a reality TV show.

In an age of product and brand proliferation, creating that kind of emotional connection is a key component of success. Brand awareness is one of the most significant goals of entertainment partnerships as well as product collaborations are key to keeping a brand relevant.

Beauty bets on entertainment