What is a Responsible Person in Cosmetics?
The Responsible Person (RP) is the company or individual who makes sure a cosmetic product follows all legal and safety rules in each market. European Union (EU) Who can be the RP? Manufacturer, importer, distributor, or a third party based...
The power of storytelling in cosmetics
Behind every product, there should be a story.In cosmetics, storytelling isn’t just marketing fluff, it’s what gives meaning to your brand. It’s the difference between selling a lip oil and inviting someone into a lifestyle, a feeling or a memory....
Define your brand positioning in 4 steps
Without a clear position, your brand gets lost in the noise. Brand positioning is what defines who you are, who you're for and why you matter. It’s the foundation that guides your tone, product choices and visual identity and it’s...
People buy with their hearts, not their heads. In beauty, the most successful brands don’t just sell ingredients. They sell confidence, nostalgia, self-expression and joy. That emotional connection is what makes a customer choose your serum over the next. In...
What transforms followers into costumers
Having followers is easy. Turning them into customers? That’s the real challenge.In the beauty world, likes and comments don’t pay the bills — conversions do. So what actually makes someone click “buy” after seeing your content? Spoiler: it’s not just...
How to win with Influencer Marketing
Influencers don’t just promote products, they shape what people buy, love and trust. For emerging beauty brands, influencer marketing can be a game-changer. But gifting a product and crossing your fingers isn’t enough. To win, you need strategy, alignment and...
Every swipe, every scent, every word, your brand is speaking. But is it always saying the same thing? In beauty, consistency is what transforms a product into a brand, and a brand into a legacy. From packaging and tone of...
How to launch a summer strategy that works
For beauty brands, it’s the perfect moment to refresh your positioning, launch seasonal must-haves and ride the wave of sunny energy that fuels consumer excitement. But to stand out in a crowded feed, your strategy needs more than palm trees...
The power of sensory marketing in beauty
In a world full of options, sensory marketing is what makes a beauty brand unforgettable. The texture of a cream, the scent of a serum, the sound of a cap clicking shut — these small details trigger emotions, memories and...