[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
With estimated global sales of $579 billion in 2023<\/a>, the cosmetics marketing sector continues to attract, innovate and reinvent itself. In France alone, it is worth more than \u20ac17 billion<\/a>, making France one of the world leaders in beauty. <\/span><\/p>\n Behind these impressive figures lies a market undergoing profund change, with new players and increasingly engaged consumers. In this article, we will therefore examine new challenges facing cosmetics marketing<\/strong>. <\/span><\/p>\n How to boost brand visibility ? What formats can you use to engage consumers in the long term? And above all, how can a tool like gamification become a powerful lever to stimulate sales, build loyalty and enrich the customer experience? Here is our analysis, along with some concrete examples to inspire your future campaigns<\/strong>. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Nowadays, consumers want more than just a good product; they want a complete experience<\/strong>: a recognisable brand universe, embodied valued and a constant presence on their preferred channels. Here are three key levers to activate in order to lat the foundations for a powerful and memorable cosmetic brand. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Storytelling is the secret weapon for brands that want to create emotion and build audience loyalty<\/strong>. At a time when consumers are looking for meaning, it allows brands to contextualise their offering, talk about their commitments or formulation choices, while making the brand more human. <\/span><\/p>\n This translate into: <\/span><\/p>\n Example : Typology <\/strong><\/p>\n Founded by Ning Li (formerly of Made.com), the brand focuses on radical transparency in tis compositions and accessible education about its formulations. Each product displays the percentage of ingredients of natural origin, and the information is scientifically sourced. This minimalist, honest approach reassures and appeals to a demanding target market. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]Instagram, TikTok and YouTube have become essential showcases for beauty brands<\/strong>. This is where desirability and trends are created. A clear brand identity that is visually and editorially recognisable allows you to stand out form the crowd and build an engaged community. <\/span><\/span><\/p>\n Brands that want to stand out on social media<\/a> must therefore: <\/span><\/p>\n Example: Merci Handy <\/strong><\/p>\n The brand has successfully established a fun, uninhibited and colourful tone on social media, particularly on TikTok. By subverting hygiene conventions and embracing self-depreciating humour, it has forged a strong connection with a young, connected audience. <\/span>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]Influence is an essential lever for reaching new audiences, generating social proof and lending credibility to a brand<\/strong>, especially during the launch phase. Influencers act as ambassadors, capable of contextualising a product in a real-life setting. <\/span><\/p>\n To get started in influence marketing<\/a>, it is important to: <\/span><\/p>\n Example : Fenty Beauty <\/strong><\/p>\n From the outset, Rihanna’s brand has focused on inclusivity as a central pillar of its marketing strategy. She has surronded herself with influencers of all backgrounds and skin tones to convey her message. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n In the beauty industry<\/a>, digital marketing is a decisive lever for capturing attention<\/strong>, generating traffic<\/a> and converting interest into purchases. Here are three high-potential digital approaches that have already been adopted by many cosmetics brands. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Involving consumers in the creative process encourages their engagement<\/strong> and strengthens their sense of belonging to the brand. This co-creating can take the form of interactive votes<\/a>, personalized quizzes<\/a> or participatory competitions<\/a>. The result: a product that is perceived as more legitimate and a launch that goes viral naturally. <\/span><\/p>\n Inspiring examples<\/strong>: <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Co-branding<\/a> allows two complementary brands to cross-pollinate their audiences and benefit mutually from their brand awareness. Combined with a gamified marketing game, this becomes an excellent lever for generating traffic, stimulating sales and collecting qualified data. <\/span><\/span><\/p>\n Example : Sephora x Nuxe <\/strong><\/p>\n To boost sales of Nuxe products on its marketplace, Sephora launched a digital game on its app and website. An interstitial ad presented the product features, increasing their visibility. The 100% winning mechanic encouraged purchases while collecting data via an integrated form. This game enabled Sephora to attract qualified traffic, boost Nuxe sales, and feed its CRM with new leads. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/sephora-jeu-de-grattage.webp” alt=”sephora – cosmetics marketing” title_text=”sephora – cosmetics marketing” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/nuxe-mobile.webp” alt=”nuxe – cosmetics marketing” title_text=”nuxe – cosmetics marketing” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Personalisation has become a key purchasing criterion in cosmetics. Offering a tailor-made, gamified shopping experience allows you to meet the specific needs of consumers while boosting conversion rates<\/a>. And when this personalisation takes the form of a game (via a survey<\/a> or personality test<\/a>, for example), engagement skyrockets. <\/span><\/span><\/p>\n Exemple : Sephora – Skincare Campaign <\/strong><\/p>\n Sephora recently launched a fin activation around skincare diagnosis. Participants were guides through an interactive journey to define their skin type and ideal routine. At then end of the journey, a personalised promo code enhanced the shopping experience and boosted conversion. This campaign generated traffic to the website, increased skincar sales, and recruited new opt-ins leads for targeted marketing actions. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-campagne-skin-care.webp” alt=”Sephora – skin care campaign” title_text=”Sephora – skin care campaign” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-jeu-marketing-cosmetique-.webp” alt=”Sephora – cosmetics marketing game” title_text=”Sephora – cosmetics marketing game” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n In a marketing as competitive as beauty, customer engagement is not just about the moment of purchase. It is over time that a cosmetics brand builds a strong relationship with its community. Here are three hey approaches to cosmetics marketing for effectively and sustainably engaging your community<\/strong>. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Creating a link between digital and physical channels<\/strong> allows you to re-engage consumers in an omnichannel approach. A well-designed immersive campaign can encourage people to visit a store, try something new or complete an online purchase. By adding exclusive gifts or content, the customer experience becomes even more engaging. <\/span><\/span><\/p>\n Cosmetics brands can therefore: <\/span><\/p>\n Example: Sephora summer campaign<\/strong><\/p>\n For six days, Sephora rolled out a gamified mobile activation to boost its summer sales. The experience, accessible via the app, offered participants the chance to win in-store discount vouchers. This 100% win-win format not only stimulated purchases, but also enabled the recruitment of qualifed opt-in leads, while strenghtening the use of the Sephora app as a loyalty channel. <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-jeu-summer-vibes.webp” alt=”Sephora – summer vibes game” title_text=”Sephora – summer vibes game” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-jeu-mobile.webp” alt=”Sephora – mobile game” title_text=”Sephora – mobile game” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]Turning customers into ambassadors creates a virtuous circle of engagement, generates authentic content (UGC) and builds brand awareness thourgh credible voices. It is also a way to involve the community in the life of the brand, beyond the simple act of purchasing. <\/span><\/p>\n Example : Typology <\/strong><\/p>\n French brand Typology has set up a program of micro-influencers and ambassadors among its loyal customers. These profiles are invited to test products in advance<\/a>, give their opinions and share their experiences on social media. This engagement strategy is based on proximity, authenticity and recommendations, which strengthens the brand’s credibility and promotes high-quality UGC. <\/span>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n\n
Developing your cosmetics brand: 3 pillars to stand out from the crowd<\/strong><\/h2>\n
<\/blockquote>\n
1. Focus on authentic and embodied storytelling <\/strong><\/h3>\n
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2. Create a strong and consistant identity on social media <\/strong><\/h3>\n
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3. Partner with influencers to gain visibility and credibility<\/strong><\/h3>\n
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Boosting sales: digital marketing strategies tailored to the cosmetcs industry<\/h2>\n
1. Co-create products with your community through gamification<\/strong><\/strong><\/h3>\n
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2. Co-branding & marketing games to stimulate cross-selling <\/strong><\/strong><\/h3>\n
3. Personalise the shopping experience with fun virtual trials<\/strong><\/strong><\/h3>\n
Engage and retain customers through cosmetics marketing<\/h2>\n
1. Immersive online and point-of-sale campaigns<\/strong><\/strong><\/h3>\n
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2. Ambassadors program to activate the community<\/strong><\/h3>\n
3. Interactive loyalty programs <\/strong><\/h3>\n