Cosmetic Ingredients, a division of Symrise, is presenting its expertise and competence with a modern branding campaign that communicates changing beauty ideals in a compelling way.
What is beauty? For millennia, humans have sought an answer to this question. Symrise Cosmetic Ingredients has found its solution – and is presenting it in a new campaign with a distinctive visual identity.
“Beauty today is more diverse than ever,” says Dr Daniel Ibarra, vice president global marketing Symrise Cosmetic Ingredients. “The focus has shifted to encompass character and values, individuality and a sense of self-worth. Beauty shows so many facets. For us it means feeling comfortable in one’s own skin.”
Taking a stand with a new brand ambassador
The concepts and product solutions developed by Cosmetic Ingredients are designed to meet this contemporary, forward-thinking concept of beauty.
Ibarra comments: “We take a holistic approach to the concept of beauty and we unite the best of nature, science and technology, harnessing the results to develop truly outstanding solutions for beauty and personal care.”
The division’s new visual identity presents this philosophy in a creative and highly recognisable way. The concept reflects the expertise, identity, convictions and values of Cosmetic Ingredients: protecting biodiversity, respect, diversity and tolerance, integrity, and a sustainable lifestyle and business model.
All of these values also reflect in the division’s choice of its brand ambassador – Domitila Barros, who was born in Brazil. Barros is an activist, entrepreneur and model. As an authentic personality with a deeply credible narrative, she stands for the values and the vision of Symrise Cosmetic Ingredients and gives the division an instantly recognizable face.
Campaign launches on social media
Originally, Cosmetic Ingredients wanted to present the campaign at the in-cosmetics trade show in Barcelona. Due to the COVID-19 pandemic, the 2020 trade show has been cancelled so Symrise took to launching the new campaign online, on 1 July.
Instagram will serve as one key channel where Symrise Cosmetic Ingredients has set up a dedicated account. This platform is being used to present the division’s singular expertise, products and services, current beauty trends, events and a glimpse behind the scenes. It also allows followers to engage with the people, spirit, and culture of this successful division.
In addition to the division’s LinkedIn showcase page that focuses on B2B, Symrise Cosmetic Ingredients is using Instagram to address consumers openly for the first time. Domitila Barros will also act as a key influencer for Cosmetic Ingredients and will share the division’s message with her Instagram fanbase of more than 80k followers.
The new campaign will run in online, in traditional print adverts, on social media (Instagram and LinkedIn), on the Symrise website.