Beauty trends, once dictated by industry big names and fashion shows, have undergone a major transformation thanks to the influence of social media. Platforms like Instagram, TikTok and YouTube have radically changed the way beauty trends emerge, spread and are adopted globally. How far does social media influence the promotion and sale of cosmetic products? What is the role of influencers and online reviews? And what importance should be given to digital marketing? The answers in this article …
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While the cosmetics industry, its trends, and its beauty standards have long been dominated by major global brands, recent years have seen the rise of a new force in the beauty world: independent cosmetics brands. These daring companies have conquered the hearts of consumers by offering unique, authentic and environmentally friendly products. In this article, we will explore the emergence of these independent cosmetic brands, the reasons for their growing success, and the challenges they face.
Before we dive deeper into this topic, let’s clarify what an independent cosmetics brand really is. In simple terms, an independent cosmetics brand is a business that operates on its own, without being affiliated with a large corporation or conglomerate. These brands often operate on a small scale, focusing on quality rather than quantity. Unlike traditional big brands, independent brands are often the fruit of the passion and vision of their founders.
Today’s natural cosmetics enthusiasts are increasingly aware of the ingredients present in the cosmetic products they use. They are looking for natural alternatives without harmful ingredients for their skin and the environment. Independent cosmetic brands have been able to meet this demand by offering cleaner formulations that respect nature and care about the health of their customers.
Large brands can seem impersonal and standardized, as consumers increasingly seek personalized and authentic experiences. Independent cosmetic brands have the advantage of being able to interact directly with their customers, establishing closer ties and creating a unique experience.
Social networks have radically transformed the way cosmetic brands promote themselves and reach their audience. As a result, independent brands that have seized this opportunity have been able to capitalize on this boom. By using digital platforms to tell their story, they share their ethos and create a loyal community of supporters.
Due to their smaller size, independent brands can spend more time and effort researching and developing higher quality products. Their commitment to innovation and creativity often results in unique formulations and high performing products.
Independent cosmetic brands are often pioneers when it comes to sustainability and ethics. They care about the environmental impact of their production, favoring eco-responsible packaging and nature-friendly manufacturing practices.
The benefit of being a small-scale business is the ability to build closer relationships with customers. Independent brands place a high value on customer satisfaction, offering personalized and attentive customer service.
Independent cosmetics brands have to compete with industry giants who have huge marketing budgets and global recognition. Nonetheless, their unique differentiation and commitment to ethics sets them apart.
Small-scale production can sometimes be a challenge for independent brands, as it can lead to higher costs. Likewise, distribution can be more complex, but strategic partnerships and online sales channels can help overcome these obstacles.
Establishing a significant presence in the market requires constant efforts to increase brand awareness and gain consumer trust. Well-thought-out marketing campaigns and transparent communication can be crucial to their success. Discover our article on Digital Marketing in the world of cosmetics.
At Prodigia, our formulas are composed of at least 95% natural ingredients and are developed in accordance with Cosmos standards.
Need advice? Contact Prodigia!
Standing out and establishing yourself in the cosmetics market can be difficult; hence the importance of mastering digital marketing tools. The digital presence of your brand is crucial in order to gain visibility and turnover. What are these tools? And how can your brand embrace them? The answers in this article:
The cosmetics market is one of the most saturated markets; which makes it harder for new brands to capture and hold the attention of a potential customer. The digital presence of any brand is crucial; it is a communication channel that offers an infinite number of opportunities to be seized by mastering its tools.
What tools for digital marketing in cosmetics?
1 - The Website
The website of your cosmetic brand is the most important tool of your digital marketing. It must be easy to navigate and must offer the best user experience to the customers that you wish to retain, to your potential customers, as well as any Internet user.
Your web platform must contain all the necessary sections, and your customers must be able to contact you through your website. A detailed catalog of your products and services should be available for consultation.
The content of your website must contain a maximum of keywords that allow it to appear on search engine results. This ‘Search Engine Optimization’ or SEO, is one of the most crucial tools to master in order to give your brand the visibility it needs. A visible brand online is a brand that generates curiosity and interest, and generates sales.
2 - Content Marketing
In a saturated digital world, it is very important to create clear, precise, and attractive content. Several categories of potential customers and customers to be retained are present online. In order to maximize your chances of reaching them all, you must be active on as many networks and platforms as possible.
The best form of content to share is short videos. Platforms such as Instagram and TikTok are the perfect mediums to distribute your marketing content.
First, it is important to work on your editorial line and design it by meeting the needs of your target. It must be aligned with the positioning of your brand, and in harmony with your visual identity (colors, font, etc.).
Then, you must establish a precise schedule for all your publications on all the platforms on which your brand is present. The type of audiovisual content to be shared as well as the dates of publication must be stratified beforehand.
And finally, once you have a clear idea of the image you want to convey and your content marketing strategy, you can start creating your content. Short forms of videos are preferred. Social networks offer formats capable of simplifying the task of creating short videos.
3 - Blogs
In addition to containing a detailed catalog of your products and services, consider adding a Blog section to your website. Blogs allow you to share more information with your customers, your potential customers, as well as the rest of the Internet community. They also allow you to optimize your natural referencing; your website will be more likely to appear in search results on search engines.
An editorial strategy adapted to this channel is important to establish; you have to think about the type of information you want to share. The usefulness and benevolent sharing of knowledge are priorities.
4 - ‘Influencer Marketing’
One of the most recent methods of digital marketing is collaborating with influencers or well-known personalities on social networks. Today, several choices are available to cosmetic brands, but it is not a random choice. On social networks, your brand will be associated with the personality with whom you will collaborate. This is why it must be selected well; it must represent your brand values and correspond to your brand image.
5 - Advertisements, known as 'ads'
Your brand needs visibility, and the most classic tool to achieve this goal is through advertisements. All channels do not serve the same purposes and do not cost the same budgets.
It is important to select your channels according to the targets to be reached. For example, if your targeted category is mainly present on Social Networks, this is where you should be the most present too.
Next, it is important to identify the network or networks that suit you best. For efficiency reasons, it is advisable to start with a simplified number of advertisements. Depending on the budgets allocated to advertising and the traffic generated through these ‘ads’, you can decide to increase them proportionally.
The quality of the content conveyed in your ‘ads’ is decisive. This is what determines the number of clicks and traffic generated. If your content is clear and attractive, it will attract a large number of Internet users. If it isn’t, it will go unnoticed.
Whether paid or organic, the traffic generated by clicks on your advertisements collects data that will be used to inform your business decisions. This information collected on the preferences of your potential customers and on your customers to retain is of great importance. Customer Relationship Management (CRM) is centered around the collection and processing of data. You will be able to inform and optimize your decisions and increase your turnover.
Need advice? Contact Prodigia.
No nighttime routine is complete without an excellent night cream. You will select your formulations according to the needs of your target category of customers. There are two main rules to abide by to create the ultimate night cream ; first, the moisturizing or hydration aspect and second the nutrient intake of the night cream.
How does it translate into a night cream ? What active ingredients should we incorporate into a formula in order to achieve perfection ? The answers in the article below:
I - The moisturizing aspect of the night cream:
The first aspect of a good night cream is the moisturizing or hydration potential. In our formula, we incorporate a hydration active derived from xylitol, a sugary active that can be found in its natural states in fruits like plums and strawberries. This powerful active ingredient ensures the circulation of water throughout all layers of the skin. It stimulates the production of hyaluronic acid and encourages water retention for up to 24 hours. After 28 days, the skin is considerably more supple and fine lines are less visible.
The 3D moisturizing action of the Aquaxyl active ingredient is ensured by harmonizing the skin’s water flows. It forms an anti-dehydration shield, by reinforcing the production by the skin of lipids and proteins necessary for maintaining hydration. Once the water balance is restored, the skin becomes more flexible and resistant.
II - The nutritional aspect of the night cream:
The second aspect of an excellent night cream is the nutritional aspect. By infusing your night cream with an oil rich in antioxidants and polyphenols, you elevate its nutritional potential. Natural polyphenols are powerful free radical scavengers that help facial skin better fight against daily oxidative stress. Combine polyphenols with strong natural antioxidants, and you get more than an ordinary night cream; a real brake on aging.
These active ingredients act against fine lines and dehydration, nourishing the skin in depth.
Virgin argan oil, prickly pear seed oil and wheat germ oil are an excellent source of vitamin E and antioxidants in a night cream. They are particularly suited to dry and mature skin types. Jojoba, grape seed oil and hazelnut oil provide lighter nutrients while being non comedogenic, they are a perfect source of nutrition for oily and mixed skin types.
III - The importance of daily application of moisturizing night creams:
It is during the night that the skin regenerates. It recovers from aggressions that have occurred during day time, because of the sun, the wind, and pollution. In order to properly activate cell renewal and allow skin repair, it is important to apply a night cream that suits its specific needs.
During the day, the skin is in ‘defense’ mode; the day cream is protective. On the other hand, during the night, it regenerates. Hence the need for a night cream full of active ingredients that will help it rehydrate, firm up and repair itself.
Need advice? Contact Prodigia.
If the Japanese had a beauty secret to share with us, it would be the Layering method. The art of ‘saho’ is a traditional approach to beauty in Japan which consists of multiplying the layers of products to remove make-up, cleanse, purify and protect the skin in order to optimize its radiance. Which steps to follow and what products to use at Prodigia? The answers in this article:
Where does layering come from and why is it so popular?
Although widespread on the Asian continent, it is the Japanese who invented the method of layering. It consists of overlaying several specific treatments adapted to your skin type, and applied in a very specific order.
Layering was then made popular all over the world thanks to its modularity; it can be applied by all skin types. It is also a way to change up the products used on a daily basis and to maximize the effectiveness of cosmetic care by choosing different active ingredients, provided that you choose the care that is adapted to your skin type and take your skin condition into account.
This ancestral Japanese technique also adapts to the seasons: richer textures in winter, and more fluid, mattifying and refreshing skincare products in summer.
Layering, what benefits for the skin?
By multiplying the treatments, layering provides the skin with all the elements it needs. This beauty ritual helps to reduce imperfections, eliminate skin problems such as dehydration, excess sebum or redness.
A single product, even the most effective, cannot provide all the nutrients that the skin needs. Varying the treatments means providing the skin with more nutrients, antioxidants and natural active ingredients to protect it from external aggressions, moisturize and nourish it. Ultimately, the skin is more supple, more protected against the appearance of signs of aging such as wrinkles and fine lines.
Which products to use, and in which order?
Before starting Layering, the very first thing to do is to determine if the skin is normal, combination to oily, or dry.
FIRST STEP: OIL MAKEUP REMOVAL
To eliminate makeup, but especially impurities and excess sebum, a vegetable oil is ideal for removing makeup. Adapted to your skin type, the vegetable oil removes all makeup – even waterproof – and gently nourishes the skin.
Prodigia advises: Apricot Kernel oil, Hazelnut Oil, and Virgin Jojoba Oil.
SECOND STEP: CLEANSING
Once the make-up is removed, the excess oil and make-up residue must be removed with a natural cleaner. Balm, cream, gel or cold saponified soap, it is important to choose the right texture that is best suited for the cleansing step.
Prodigia recommends: The Natural Exfoliating Face Soap with Prickly Pear, the Natural Exfoliating Face Soap with Olive Oil, and the Softening Soap with Goat Milk.
THIRD STEP: TONIC LOTION OR HYDROLATE
To complete make-up removal and cleansing and eliminate the limescale present in the water, the ritual is continued with a tonic lotion or a hydrosol, always adapted to the type of skin treated. Sprayed directly on the face or on a washable cotton pad, the hydrosol tightens the pores, tones and refreshes the skin and prepares it to receive the following treatment.
Prodigia recommends the classics of Moroccan beauty: Rose Water and Orange Blossom Water.
FOURTH STEP: VITAMIN C SERUM
After the hydrosol, the absorption of a vitamin C serum with a light texture is particularly optimized. Vitamin C serum is the good boost that all skin needs for a luminous glow, guaranteed healthy glow.
FIFTH STEP: NIGHT CREAM
The day cream, richer than the previous treatments, will serve as a bulwark against external aggressions such as the cold, the wind or the sun. As for the night cream, it helps the skin to regenerate during sleep following the aggressions suffered during the day.
Prodigia’s recommendation: Moisturizing Cream enriched with argan oil.
SIXTH STEP: THE SERUM
Fluid, light, and ultra-concentrated in active ingredients, the serum is the ideal treatment to use to meet the needs of the skin. It penetrates easily into the skin and complements the moisturizer.
Prodigia recommends: Vitamin C Serum, the Tightening Face Serum, and the Light Face Serum with Vitamin E.
SEVENTH STEP: EYE CONTOUR TREATMENT
Much more fragile than the rest of the face and particularly exposed to dehydration, the eye contour requires the application of specific care.
Prodigia recommends: The Light Eye Contour Serum.
EIGHT STEP: LIPS
Hydration of the lips is crucial: a natural and organic lip balm will prevent the lips from drying out, especially in winter.
Prodigia recommends: Aker Fassi Lip Balm.
Need advice? Contact Prodigia.
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