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. 

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.

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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.