Cosmetics. It is about people’s beauty, image, well-being… For a brand playing in this universe, using strong consumers’ insight, being meaningful is fundamental.

What drives consumers choice towards a brand among all brands in the market? One product more than another when most of the offer answers the same beauty and care needs and propose similar ingredients and as well follow the same trends in pack, product and communication? 

Having a strong identity of what your brand stands for and having a clear and consistent emotional connection with the consumer through behaviour, communication and the experience your brand delivers is the key for standing out of the beauty crowd