The Content Dump, Vol 7: CapCut Controversy, SPF Scandals & Brilliant Brand Partnerships
Should you boycott CapCut and other reasons to read the T&Cs.
Welcome to The Content Dump, our weekly round-up of the brands, campaigns and content we’ve been loving this week. Every Sunday, we’ll be curating the content moments you need to know about — ready to inspire you to create some magic in the week ahead.
This week, there’s so much tea to talk about in the world of content. ICYMI, there are major updates to the T&Cs of everyone’s favourite editing app, CapCut, and a massive testing scandal is unfolding in the world of Aussie SPF brands. Plus, we’ve rounded up a stack of epic collaborations, campaigns and content strategies from leading global brands in fashion, beauty and beyond.
Okay, let’s dive in. ✨
🗞️ From The Headlines
⭐ CapCut updates its terms of service, and why you should read the fine print
On June 12th, CapCut (the video editing platform from ByteDance, the parent company of TikTok) quietly updated its terms of service (TOS), and users are concerned about the new T&Cs being rolled out.
Essentially, this latest TOS update means that CapCut has licensing rights to all content uploaded to the platform, which could allow them to use any content you create in the app for ads or promotional material without your consent. Here’s a snippet of the TOS update — shared by Mashable:
"Except as expressly provided otherwise in these Terms, you or the owner of your User Content still own the copyright and any other intellectual property rights in User Content submitted to us, but by submitting User Content via the Services, you acknowledge and agree that you allow us to upload such content to our server and hereby grant us and our affiliates, agents, services providers, partners and other connected third parties an unconditional, irrevocable, non-exclusive, royalty-free, fully transferable (including sub-licensable), perpetual, worldwide license to use, modify, adapt, reproduce, make derivative works of, display, publish, transmit, distribute and/or store your User Content for providing the Services for you.”
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TikToker Mila Holmes released a video on the topic, calling on creators and brands to “stop using CapCut”, amassing 17 million views and counting in just four days. P.S. If you’re looking for an alternative to CapCut, head to the comments of this video for a bunch of great video editing tools.
What’s important to keep in mind is that T&Cs like this aren’t necessarily groundbreaking. Many other platforms (including TikTok and Instagram) have similar language in their terms of service. If nothing else, take this as a reminder to read the T&Cs so you know what you’re agreeing to as a brand or business using these platforms.
⭐ Ultra Violette hits the headlines in Choice SPF testing scandal
Speaking of controversy, Choice has called into question the efficacy of several high-profile Australian sunscreen brands. According to The Daily Aus:
“A study from consumer group Choice found several Australian sunscreens didn’t offer the level of sun protection factor (SPF) promised on the label. The lowest scoring sunscreen, Ultra Violette’s Lean Screen, only offered protection up to SPF 4 in Choice’s tests.”
Off the back of these findings, Ultra Violette’s co-founder, Ava Chandler-Matthews, took to Instagram to release a statement, sharing:
“I have seen all of the press about the Choice testing... What we do know about Choice is they are not a regulator… they are not the ones who approve sunscreens.”
What’s been interesting to watch is the way each brand featured in the study has responded to the findings. The team from Mumbrella published an op ed asking two PR experts to weigh in on Ava’s decision to “hit back” at the findings and defend the product’s integrity, framing this statement as a “high-risk strategy”.
As Ultra Violette customers ourselves, we’d be lying if we said the headlines haven’t rattled us and made us second-guess our decision to reorder another bottle of Supreme Screen. But, we appreciate that the brand is actively engaging in the findings, showing their genuine care for consumers, and taking steps to re-test their products, rather than releasing a polished corporate statement that dismisses the concerns of worried customers.
We’ll be watching to see how this story unfolds over the coming weeks.
🔍 Founder Spotlight
⭐ From multi-brand store to content-commerce platform, Sara Crampton from The UNDONE shows that reinvention is possible
Business success is rarely linear. Market conditions change, new challenger brands emerge, and consumer preferences shift. But the secret to longevity is being able to evolve with the current mood, rather than resist it.
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We’ve loved watching The UNDONE iterate its business model from the sidelines. What started as a multi-brand online store has evolved into a premium content-commerce platform, complete with curated edits, long-form interviews and new season picks across fashion, home and lifestyle brands.
Behind it all is founder Sara Crampton. In May alone, her team has driven over $80k in sales to The UNDONE’s affiliate brand partners alone.
As she shared on LinkedIn:
“This year, we pivoted our traditional multi-brand store into a content-commerce platform. Continuing to curate and connect our customers with likeminded brands and products that speak to their unique approach to style, we're saying goodbye to what didn't work and moving forward with a new way to operate in retail.”
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If you’re interested in learning more about this pivot, tune into Sara’s interview with Arielle Thomas on Process The Podcast as she breaks down the new business structure in more detail — it’s a fascinating listen.
👀 Ideas To Swipe
⭐ Adore Beauty shows us that surprising and delighting customers doesn’t have to be hard
If you’ve ever ordered from online beauty retailer Adore Beauty, you’ll be familiar with the brand’s iconic TimTam inclusion. In fact, the brand has been packing these Aussie sweet treats into every order for over 20 years.
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It’s a simple idea: offer a free gift with every order, something that brings a sense of joy to the mundane aspects of daily life. However, tactics like this are effective because they provide customers with a reason to remember and choose your brand, particularly in a crowded or competitive landscape. Food for thought! 🍫
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⭐ Running a product-based business? Learn the tactics used by SET Active’s marketing manager to drive $1M+ in revenue in one hour
Wondering how brands like SET Active continually sell out and hit incredible revenue milestones? One of SET Active’s marketing managers has jumped on TikTok to share the brand’s playbook for sell-out success.
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The TL;DR? Invest in influencer partnerships and community gifting, incentivise and share user-generated content across all social media platforms, and build out a loyalty program that turns transactional shoppers into die-hard brand loyalists.
🫶🏻 Content we’re crushing
⭐ Who Gives A Crap launches glow-in-the-dark toilet paper rolls (and why this insight-led approach to product development works)
The team from Who Gives A Crap are continually setting the bar for brand-led marketing. From their iconic tone of voice to their playful copywriting style, this brand understands the power of world-building and vibe-setting in marketing.
We spotted a recent campaign that ticks the boxes of smart, strategy and steal-worthy.
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Their latest Dream Collection is pitched specifically for kids, drawing on the insight that accessing bathrooms in the middle of the night can be particularly inconvenient for little ones. Each wrapper features a glow-in-the-dark design that’s both playful and purposeful.
The kicker? 50% of profits from each roll sold are helping to provide access to safe sanitation for communities around the world. We love to see it.
⭐ Poppy Lissiman teams up with H&R Block for the most unexpected EOFY collaboration ever
Who said brand collaborations had to be safe or boring?
Iconic Aussie designer Poppy Lissiman has teamed up with H&R Block (yes, the accountants you’ve all heard about) for a genius EOFY initiative: “The Write Off” Collection.
In the brand’s own words, the collection is:
“A capsule collaboration between Poppy Lissiman and H&R Block Australia, just in time for tax season. Designed with work-life functionality in mind, this edit blends bold style with everyday practicality. From laptop-friendly totes to UV-protective sunnies, each piece is made for people on the go — and could be claimable come tax time (if used specifically for work, of course). Whether you're a content creator, a teacher, a tour guide, a tradie, or simply someone who loves fashion with purpose, this is a collection that pulls double duty. “
Thanks to Sean Galway for putting this campaign on our radar!
And that’s a wrap! See you next Sunday for another dose of all things content. ✨