SACHA COSMETICS
CASE STUDY 

 

Sacha Cosmetics (founded in Trinidad and Tobago) is the most advanced brand of makeup ever developed for multicultural women. The most popular product in the line is the world-famous Buttercup Powder, which solves the decades-old problem of darker women, looking ashy in bright lighting and photos.

Social Media

We started by creating a Social Media strategy where the aim was to engage with the customers. We did a target audience research and adjusted our posting habits on their preferences.

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Experiential marketing

There has been a lot of press about how millennials and Gen Z consumers are less focused on buying “things” and prefer experiences. We hopped on the bandwagon and set up a few pop-up experiences in order to be at the front  end of the customer. During these pop-ups consumers were able to test the products and follow makeup workshops.

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Influencer marketing

We helped Sacha Cosmetics to partner with a diverse group of beauty influencers to drive website traffic and eCommerce sales of select products.

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In-Store Product placement

Sacha Cosmetics aim for Europe was to have more physical selling points. Although the shelf placement space is a difficult market to break through we took the negotiation part on us.

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THE BRIEF

At the time that the company approached us, they needed a way to leverage the brand in Europe and  generate product awareness and drive shoppers to Sacha Cosmetics selling points and eCommerce portals to buy the products.

                         Social Media

Our social media strategy was really based on being accessible and transparant with the new audience. We wanted the consumers to get a realistic idea on what Sacha Cosmetics products had to offer.
This challenge had to encouraged people to share their products with those close to them through word of mouth while also getting consumers excited about makeup by compelling them to send in videos.

The social media posts mainly consisted of;

  • Behind the scene footage of the production of Sacha Cosmetics products.
  • Testimonials.
  • Various giveaways.

Influencer marketing

Even though all public acclaims of average consumers benefits the brand, publishing testimonials from beauty influencers  produces more effective content than publishing commentary from any one of those above sources on its own.
We reached out to beauty influencers (from different ethnic backgrounds) with a few hundred followers on YouTube and Instagram. We monitored assets in real-time to identify those that generated the most clicks and leveraged those assets to develop traffic-optimized social ads to drive additional audiences to online and offline selling points of Sacha Cosmetic products in the Benelux.

Experiential marketing

We created pop-ups where consumers were able to test the products and follow workshops by professional make-up artists. We were in charge of the prep work and execution of the set up. Some pop-ups were held at beauty tradeshows but the ones that included workshops took place at rental facilities.

We runned some Facebook ads and designed + distributed flyer invitations at various Sacha Cosmetics selling points. During the pop-up experiences we offered discounts on products, free drinks and nibbles and a goodiebag with testers. On location we did evertything to make our guest feel comfortable while providing sincere advice. After an event took place we did a follow up and contacted the attendees by showing them appreciation and trust.

In-Store Product placement

It’s clear that the store environment influences buyers even more than many of us realize. We dived in the world of shelf placement and researched the possibilities of getting Sacha Cosmetic products into retail stores. In the strategy report we explained that in-store product placement is the art of determining where the products appear within a retailer through planning, negotiation, and design. We also made an analysis of shelving and the use of planograms, which are visual representations of product shelving that help merchandisers maximize capacity. We reached out to buyers and linked them to the Sacha Cosmetics sales department

Case studies