The German family-run company cosnova is taking an innovative approach to customer communication. For the launch of the new "Invisible Cover Foundation", the Catrice brand is cooperating with the German Vogue magazine to offer a new brand experience: Celebrity artists Kim Cattrall, ("Sex and the City"), Mina El Hammani ("Élite") and Bill Kaulitz (Tokio Hotel) chat in a video about issues of comfort, magical moments and dream dinner guests, among other things. It was filmed in the "Invisible House" studio in the Californian desert to create a branded entertainment campaign for the new make-up foundation. "We show how Catrice Cosmetics uses branded entertainment to deliver content that inspires and seamlessly integrates the products into the story," says Senior Digital Brand Experience Manager Lucie Lagerwerf.

TikTok First strategy

Catrice relies on a "social entertainment first" strategy to reach its customers on TikTok and other social media channels. "Our courage to break new ground is unbroken. With our TikTok and Social Entertainment First strategy and strong content focus, we have become one of the world's leading beauty brands in the social sector," says Thorsten Mühl, Chief Digital Marketing & Experience Officer at cosnova. "We are keeping an eye on new communities and are working intensively with platforms such as Roblox and Twitch," says Mühl. The cosmetics company wants to closely combine creativity with technology in order to strengthen customer loyalty.

Top 10 heads of marketing

Thorsten Mühl and Yvonne Wutzler, Chief Marketing Officer at cosnova, were named among the top 10 best marketing managers in Germany this autumn. The award honours brand success, high innovative strength and entrepreneurial courage. "Brands must not only fulfil needs, but also inspire and remain authentic," emphasises Yvonne Wutzler.

Source: cosnova