BXP - May 2018 - 26
MoM BoMB utilizes a Multi-tiered
progr aM that includes a MechanisM
to retarget people who visited its
weBsite, sending different Messages
to Men and woMen.
Georgiana Rowley, brand manager for AnneMarie Börlind,
women ('You deserve to treat yourself,') Robert says. "We
says the key to marketing and branding the company's prod-
don't even know who these people are, but we can follow
ucts in 2018 is getting the message across that the products
them around the Internet after they click on our site."
are unique and made with ethically sourced raw materials
that surpass the highest European standards for skin care,
such as using natural non-GMO ingredients and pure thermal
While personalization is important, corsi also sees a trend
spring water from its own deep well in the Black Forest.
towards more inclusivity and diversity in approach, especially
in package design. "Many brands have recently expanded
"We also connect specific products with key ingredients from
their color ranges, and images are featuring more genera-
one of the company's many global socio-ecological projects
tional and cultural diversity," he says.
we actively support or subsidize," she says. "Our 12 global
projects provide jobs, education and enrich the lives of local
Rowley agrees with this philosophical approach to design.
populations worldwide, assuring fair trade, humane condi-
"Our packaging is international (we are sold in 40 countries)
tions, eradicating child labor."
and while that may present a challenge for the American
consumer seeing multiple languages on the packaging, we
For example, the AnneMarie Börlind Rose Blossom Revitalizer
think it's also our strength as the packaging clearly indicates
uses roses from the "Roses Not Opium" project in Iran, where
a global presence for our brand and products," she says.
the company grows its own Damask roses where opium poppies used to grow, eradicating opium trade in the region.
THE IMpORTANcE OF INFluENcERs TO A BRAND
Rebecca Young, senior business Manager at Daymon, notes
Heather Roberts, founder of MomBomb.org, takes sales of its
beauty and cosmetic brands and retailers need to connect
bath bombs and applies it towards a charity that helps moms
with women, inspiring them to embrace their personal look
going through a difficult time.
and style with confidence. And one of the best ways to make
that connection is through great brand experiences.
The brand gets its important message out through a multitiered program.
Additionally, the role of influencers cannot be emphasized
enough, especially in the world of beauty. Trusted influencers
"Mom Bombs has a mechanism to retarget people that have
such as Kylie Jenner can make (or break) brands with a single
come to the site, and we can get as granular as serving
post. And brands who do not utilize influencer marketing, or
different messages to men ('Don't forget Mother's Day!') to
do not utilize it correctly, are the ones that will get left behind.