The Canadian Cosmetic Cluster would like to present a new feature called Industry Voices. We talk to industry professionals to get an inside view of what they think about industry trends and the future of our industry. This week we would like to present one of our Key Cluster founding members, Bertrand Walle of Walle & Associates. Bertrand is a long time industry professional with over 30 years of experience in the cosmetic industry. To further read about Bertrand and his company like here.
1. What is the most difficult challenge in going global during the time of COVID-19?
It is difficult to think “Global” when the immediate priorities today are peoples’ safety, company plans are uncertain and constantly being modified and that travel is restricted.
To sell the concept that virtual meetings are effective and delivering results work.
To communicate the readiness of the marketplace to accept new brand/product entries.
2. As a specialist in international development, what suggestions do you have for companies interested in going global?
For now and in a seemingly unpredictable future, the time might not be right to travel, attend conferences, participate in trade shows and meet in-person business prospects, but a lot can be done with existing and new communication tools to do the preparatory work and conduct virtual Export Missions.
3. What are the most realistic markets to pursue a company in Canada looking to go abroad? (regions/countries)
North America (Canada and USA) and Asia (China and South Korea).
4. For an international company looking to do business in Canada, what are the best expansion choices?
Specialty marketing channels such as esthetic brands/products in spas, beauty salons and hair salons as they reopen in Canada as of June 15th and have reopened in the USA.
Retail niche brands supported by pop-up stores with a strong social network presence.
5. What is the fastest moving sub-sector of the cosmetic industry in Canada?
Luxury brands/products offered in niche markets with strong social network support. Anti-ageing brands/products targeted to preserving and protecting a youthful appearance in all ages categories from the mid-20s onwards. Eco-Friendly brands/products that respect a more environment-conscious consumer. Innovative Products to create new excitement for the shopping experience. Packaging Components of hand and surface sanitizers as group orders are becoming the trend of manufacturers with common needs of bottles, closures, caps, pumps & sprayers.
For more information on Bertrand and his services please visit here .
During these difficult times many cosmetic companies are finding new ways to engage with consumers. Using new technologies can be a great way to bring innovation into a company. Today we talk with a Korean Skincare Company called Chowis Co. Chowis specializes in skincare analysis technology.
1. Tell us a bit about your company and how your products can be used?
Chowis Co., LTD is a leading manufacturer and developer of advanced skin, hair, and scalp devices and software applications. We have patented numerous technologies related to skin care, hair care and scalp care. Chowis Co., LTD has partnered with global brands and industry experts to create unparalleled solutions.
2. The aesthetics/spa industry has been having a hard time with sales, which one of your devices helps esthetician's analyze their client's skin?
Chowis Co., LTD realizes the impact that COVID 19 pandemic has brought to the industry. We have developed a new protective film and Ultraviolet Germicidal Irradiation to make sure that our devices can repel unwanted bacteria, germs, and viruses. You can see how the device looks below.
3. Which one of your devices is great for a small beauty brand to show how their products function and potentially connect to new customers?
For smaller brands, our Dermosmart Series and Dermopico Series are perfect tools to boost their sales. These devices offers analysis of multiple skin and hair parameters, products and treatments recommendation, advanced CRM features with results sharing, progress tracking, and high resolution real-time analysis.
4. Can any of your products be used for clinical studies of cosmetic products such as creams or serums?
Yes, the expert version of our Dermobella Skin app which is available to our Dermosmart and Dermpprime series can be used for these studies specially in monitoring their effects on the skin.
5. How can a beauty brand or spa use your products to connect to followers on social media?
Most of our products offers results sharing features which can be connected and shared to anyone's social media channel/account.
For more information please visit www.chowis.com
The Canadian Cosmetic Cluster would like to present a new feature called Industry Voices. We talk to industry professionals to get an inside view of what they think about industry trends and the future of our industry. This week we talk to Anthony Valade, marketing director at CBON Group. Anthony provides an interesting look at product marketing post-COVID-19.
1. As a marketing specialist, what can you recommend to companies to invest in going forward?
I could choose to answer something very obvious like R&D or marketing. But these depend on the companies and what they are trying to achieve long term in the business world. Having worked for small/medium-sized businesses for most of my career, I think one of the best investments a company can make is in the optimization of its processes in general. It’s OK for something to be time-consuming if it is necessary and if it makes sense for the people involved in the process. When it is time consuming because the process has not been updated/optimized and the excuse is “we’ve always done it this way” it must be addressed. Of course, I’m a firm believer in the idea that when a process is being optimized, it must be thoroughly discussed with and explained to all the people involved in it.
2. Do you think there are more benefits to being local vs global in terms of marketing and audience engagement?
Purely in terms of audience and marketing, local is the winner for me. People want to buy local, they want to trade locally. Whether it is a good thing or not I cannot say.
3. Companies are struggling with budgets, is it still important to invest in marketing?
Funny thing, when a company starts to have financial issues, one of the 1st department they do cuts in is marketing. Unless they’re an apple.
I see plenty of reasons as to why it makes sense in the short term to do cuts in marketing. But long term, it is not a good idea. Marketing is here to help you open the doors and to keep them this way. If one closes, it will open for someone else…
4. What would you recommend to focus on for cosmetic brands; Social Media or Website marketing?
Both are extremely important and I put them on the same level. Strategies must be put into the place of course, but they both need investment.
5. Is there a difference in marketing strategies for professional beauty lines and retail beauty lines?
Yes and no. I think the form is similar in terms of distributions and advertising. Both worlds give you options to be sold in physical stores (professional / retail) or online, to advertise online or in magazines (Social media, website, trade / retail magazines). Tradeshows might be the exception here as I think they serve the professional beauty business better. But in substance, the messages used for professional and for retail is very different. They don’t have the same concerns nor the same motivations.
Canadian Cosmetic Cluster Team
Uniting Canadian Cosmetics and Bringing it to the World