Virtually no industry is immune to the events and pivots that have taken place over the last few years. However, the cosmetics industry ranks high when it comes to those most affected.
According to Maria Osorio, director of marketing and product development at Cosmetica Labs, the pandemic wasn’t the only thing that hit the Toronto-based cosmetics manufacturer. Disruption of her chain of supply, fusion of physical and digital realities, and more. Changing consumer demand has meant that creative solutions across manufacturers, brands and retailers are needed to rekindle business growth.
“Many brands have reinvented themselves to create new value propositions to take advantage of even higher consumer expectations post-pandemic,” she said, noting that the cosmetics industry has a strong digital platform. Along with this, it states that expectations are growing for products that are environmentally friendly and free of animal testing. Share values to increase relevance.
“The tactics that were put in place have paid off over the years, but the changing environment within the industry has started to erode their impact,” she said, adding that website traffic, social sentiment, and lead and the evaluation of Cosmetica’s KPIs, such as innovation conversion.
It was time for a cosmetic makeover.In addition to a complete revamp of its marketing team, which included hiring Osorio, the company invested heavily to rethink its strategy to maximize its position in the cosmetics sector. rice field.
The first step was to consider what evolution would look like for the company. “The key to our strategy is to leverage tactics that have been successful in the past, but through a different lens, we are completely digitally focused,” he says. “We built our digital team and online footprint from the ground up to enhance our clients’ face-to-face experience.”
The company has renewed its website. According to Osorio, this was critical to the company’s strategy. This his website now has the ability to automate processes and carry out updates to the company’s platform more productively, as well as data that allows Cosmetica to “future-proof” its sales and marketing strategy and Provides access to user journeys.
Additionally, Cosmetica has incorporated a VR tour of the lab facility, 4K videos of product textures that provide information on the development process, and Instagram filters that show product applications during seasonal campaigns.
The company also has an IRL. Last spring, Cosmetica hosted a pop-up in New York City, blending the physical and digital worlds into an immersive experience for clients. This extraordinary event in the manufacturing sector paid off, with Cosmetica recording his ROI growth in double digits.
These new strategies have caught the attention of manufacturers. Cosmetica has been named a 2022 BeautyMatter Next Award Winner for Best Contract Manufacturer.
Looking to the future, Cosmetica’s product pipeline is filled with trends and market-driven propositions for the next three years. The company is currently partnering with industry thought leaders and content creators for its next campaign, navigating new physical and digital immersive experiences and product libraries specifically tailored to client needs. We are developing new and innovative ways to “It’s a novel approach that grabs attention,” he says, Osorio.
