Cosmia · Auchan
Encouraging individual beauty
Overview
If the world keeps moving and you stay still, you become obsolete, especially when the cosmetics world has been changing so much over the past few years. That’s what Auchan realised: Cosmia, the retailer-exclusive cosmetics brand, needed to reconnect with their customers. From the first time we heard about their plans, we were truly excited to jump on board and help them create a new brand identity and strategy almost from scratch. It felt just as satisfying as those before-and-after transformation pictures!
Services
Audiovisual production
Brand identity
Brand strategy
Communication idea
Digital activation
Packaging design
Social media content
Social media strategy
Challenge
As beauty and self-care are on the rise, at first glance, it could seem that cosmetics are more accessible than ever. But that’s far from the truth. After doing the necessary research, we realised that consumers had turned their backs on snobbery and exclusivity and are now, in broad terms, more aware and engaged with their purchases. But the huge ranges available and the barrage of information end up confusing and misleading customers. We had to keep it simple and show people that being affordable didn’t make Cosmia less valuable, and that keeping it authentic was one of their biggest advantages.
Proposal
“Freedom of beauty” highlights the authenticity of the brand and conveys a new vision of beauty as natural, comfortable and personal. The rebranding covered all channels, from new packaging to a marketing campaign, ensuring a cohesive new identity and attractive presence across all touchpoints. As a result, the brand is reconnecting with its customers by understanding beauty as a pleasure, rather than a sacrifice for consumers’ pockets, the planet or the person.
