We help international companies and their products and services take their place in the Russian market.
We promote them in social media, mass media, and offline.
We will help you become saleable on the shelves of major retailers and will tell potential buyers about your beauty care product.
According to GfK Russia, from July 2016 until June 2017 Russians have spent 5% more on beauty and personal care products, as compared to the same period a year earlier. In 2018, sales stay on the same level—the growth was only 0.1%.
The highest costs are spent on hair care (23%) and perfumery (21%). However, the total amount of the products bought decreased by 3%. The only high-growth large cosmetic category is facial care (+20% by value and +6% in kind).
Most purchases are made in chain stores and drugstores (stores nearby houses where non-food convenience goods are sold), equal to 34%. Other 26% are made in hypermarkets, discounters, and supermarkets.
The Internet takes one tenth of the whole volume of beauty care sales. This channel is growing most rapidly: for the last year, the online sale share has grown by 30%. 76% users make online inquiries about beauty at least once a month, according to Google research. When choosing a product, 28% rely upon Instagram recommendations and 56% upon Youtube. Beauty bloggers play a significant role in it.
We study the market and form the audience profile and the strategy.
Promotion: content and advertising
We implement a content strategy and advertise products through the most effective channels.
We analyze operation of advertising channels and make reports about the campaign.
We identify target audience for the project against the various parameters: male/female, age, preferences, if they follow the beauty news, how they look for information on beauty ware, if they are interested in fashion events, if they visit related websites, how often they use cosmetics and care products and many more.
We learn how similar products are promoted, what channels are used, and how goods on the shelves are singled out.
We deal with Instagram accounts, from their creation and customization to the replies to comments (we prepare a publication plan, generate all visuals and texts, and organize promotional and other activities to involve audience).
Instagram is one of the main social media in Russia and one of the most important advertising channels. Its audience in Russia is constantly mounting, new age brackets are getting involved, and the geographical spread is expanding. The monthly Instagram audience in Russia is more than 20 million people, half of which live in cities with a million-plus population.
There is a substantial representation of beauty industry there. There are many beauty bloggers and accounts of cosmetic brands, and everyone has their active audience. In Russia, the following related hashtags are popular: #косметика (Rus. cosmetics) – 8 million; #уходзалицом (Rus. facial care) – 1.5 million; #уходзакожей (Rus. skin care) – 1.3 million etc.
We take on maintenance of accounts with publications of graphics and texts, reply to comments and messages, and interact with thematic communities. We prepare and place adverts of various types on Facebook. On the basis of the research, we surgically target ads to the target audience, with all things considered.
Facebook is the fourth most popular social media in Russian, with the monthly audience of 53.5 million people. It is used by 83% females and 75% males. Facebook has quite effective ads—26% users who have ever clicked on an ad made a purchase.
We know how to work with VK audience. We know how to present various categories of beauty ware products in the right way and attract a lot of people. We make a content plan in such a way as to increase views of every publication and convert them into sales.
VK is the most inclusive social media in Russia. 83% population of the country uses it monthly—this is more than major media have (Channel One, STS, TNT, and Russia 1). According to the data of the very network, its audience is the most solvent one.
We customize and moderate accounts. We prepare unique content in a format that is popular in OK. We create attractive advertising banners, target ads, and interact with interested users.
This is the most underestimated social media in Russia. Most companies do not consider it to promote their products. Meanwhile, OK audience is 45% population monthly.
We can work out a concept of your company’s blog. It can be a text or a video blog. A blog on a product and what is related to it: how you produce it, its benefits, how to use it, industry novelties etc. A blog to increase brand loyalty and to build and teach your audience.
We help collect a database of partners and potential buyers—those who will be interested in reading the news of your brand, receiving e-mails with special offers, interesting insights, and other materials.
We prepare a mail-out plan and all necessary materials (write e-mails, create visuals, prepare promotion actions), do e-mailing, stir up interest, and help increase your audience and its loyalty.
As a result, the product gets a foothold in the Russian market. It is recognizable for buyers; they trust it and choose it among similar offers.
The brand gets customized and functioning accounts in social media and harmonized advertising campaigns.
The client gets a strategy for further activities in the Russian market.
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