Five years in, Jones Road Beauty—Bobbi Brown's cult-favorite clean beauty brand—faced their biggest challenge yet. Last year's holiday campaign hadn't landed the way they hoped. In an industry where Q4 can make or break your year, they couldn't afford another miss.

The holidays are the Super Bowl for beauty brands. Every competitor floods the market with gift sets, limited editions, and aggressive promotions. The noise is deafening. The margin for error? Zero.

So Jones Road did something radical: they threw out their playbook and started over. Not with market research or competitive analysis, but by turning to their fiercest critics and biggest champions—the Roadies.

The Roadies are Jones Road's community of 82,000 super fans who aren't afraid to speak their minds. They'll tell you when a shade is off, when packaging feels cheap, or when a campaign misses the mark. They're brutally honest because they care.

This year, instead of guessing what might work, the Jones Road team went straight to the source. They listened to community feedback, absorbed the critiques from last year, and rebuilt their entire Party Season collection from the ground up. Every decision—from product development to packaging to creative direction—was filtered through one question: "What do the Roadies actually want?"

The result was a completely new approach that put product first and let the community shape the story.

The film captures the entire journey in real time. Watch the team debate over "cap gate" (a last-minute packaging crisis), see creative director Erin push for bolder choices, and feel the tension as the team gathers around their Shopify dashboards on launch morning, waiting to see if their bet would pay off.

Behind the scenes, Air became the nerve center for the entire campaign. In beauty, where a single product launch can generate thousands of assets—ingredient shots, texture videos, model photography, packaging renders, social cuts, retail displays—the Jones Road team used Air to keep everything flowing. Product development could drop early sample photos that marketing could immediately access for mood boards. The social team could pull approved campaign shots without asking "which version is final?" for the hundredth time. Influencer content flowed in, got tagged and approved, then pushed out to their PR agency—all without the usual chaos of email chains and Dropbox links.

When you're racing toward a holiday launch with multiple products, dozens of shades, and content for every platform from TikTok to Sephora displays, having a single source of truth isn't just helpful—it's survival.

The verdict? The Roadies loved it. Sales exceeded projections. And Jones Road proved that sometimes the best strategy isn't to shout louder than your competitors—it's to listen harder to your customers.

Watch the full documentary above to see how a beauty brand turned their toughest critics into their greatest asset, and discover what happens when you actually build what your community is asking for.