Vivienne Cosmetics is a global makeup powerhouse that first rose to prominence in CIS countries in 2006. Today, it holds a massive presence across key international markets. The brand's EU business, Vivienne Cosmetics AG, holds a leading position and, in 2024, reported selling an impressive 75 million units across more than 25 markets and 40,000 distribution points.
Role:
Social Marketing & Community
Industry:
Beauty
Duration:
Ongoing (2 years)
Challenges
Entering the highly competitive US and EU markets presented a unique set of challenges for Vivienne Cosmetics. The company needed a strategic partner to help them build an authentic brand presence and navigate new cultural landscapes.
Market Entry: Despite their global success, Vivienne Cosmetics needed to build brand awareness from scratch in the highly competitive US and EU markets.
Content Strategy: They required a partner to audit their existing content library and build a content calendar that would resonate with a new US and EU audience.
Community Management: They needed a native-English speaker to manage their social community and ensure an authentic local voice.
Audience Engagement: They sought expert guidance on how to develop and execute campaigns, such as giveaways, that would drive new engagement and followers.
Approach
Our core strategy was a multi-pronged approach to building brand awareness from scratch in a new and highly competitive market.
Content & Creative Strategy: We focused on a curated blend of visually stunning product photos and trend-based reels to capture our target audience's attention. Our content was carefully coordinated with the EU and US product launch teams to ensure every campaign was timely and relevant.
Localized Tone of Voice: We ensured the brand's voice resonated with US and EU cultural nuances by adapting its core personality as if it were a native speaker who had grown up in the market.
UGC Curation: While another team managed creator partnerships, we were responsible for curating and reposting the best user-generated content to our brand channels, amplifying the content creators' work and fostering a community-led presence.
Results
In just 18 months, our strategic approach has translated into tangible digital growth and increased market visibility for Vivienne Cosmetics.
We successfully built the brand’s US/EU social media presence from zero to 34,000 followers on TikTok and 7,000 on Instagram.
Our content strategy, including both original posts and curated UGC, generated 7 million views in just three months.
This digital growth led to increased awareness and organic sales on the creators' own channels, which directly contributed to the brand’s successful entry of new products on local marketplaces, including Amazon and Primor.
Future Plans
We are committed to building on the successful foundation we’ve established. Our focus is on continued growth, expansion, and market penetration.
Promote New Product Launches: We will continue to support the brand’s new product launches with strategic social campaigns.
Audience Expansion: We are actively targeting a new Spanish-speaking audience in the EU and US, including testing new content formats and posting times.
Giveaway Campaigns: We will begin running more frequent giveaway campaigns to boost follower count and drive higher engagement.
Conclusion
Our partnership with Vivienne Cosmetics demonstrates our ability to take an established international brand and successfully build a new market from the ground up. By creating a beautiful, cohesive, and effective social media presence, we are committed to making Vivienne Sabo as well-known in the US and EU as it is in CIS countries and driving significant e-commerce sales.
