Dynvibe , a pioneer in Social Media Intelligence, collected and analyzed what consumers are saying on Social Media about French dermo-cosmetic brands to understand why the image of French beauty abroad opens up many opportunities for specialist brands.
FRENCH BEAUTY, HIGHLY VALUED IN BRAND MESSAGES
French identity is an element that dermo-cosmetic brands value highly in their communication strategies with foreign clientele. The message delivered, particularly through their digital communications channels, very often includes references to France, to French beauty and to French heritage. This is, for example, the case with La Roche Posay USA which regularly mentions the brand’s French origins via its Twitter and Instagram accounts:
‘Happy #NationalBookLoversDay! Enjoy your favorite French novel with your favorite french brand - La Roche Posay.’
And Bioderma in Indonesia and in Germany also frequently uses French references (quotes from Coco Chanel, shots of Paris or of Parisian women) to promote its products.
MESSAGES VALIDATED BY THE BEAUTY GURUS
But it’s when social media beauty gurus praise French products that the brands’ messages become really credible. Beyond the image, it is the innovative and powerful qualities of French dermo-cosmetic products that are, for these experts, the prime factors in their appeal and success. Bioderma’s micelIar water, recognized as a benchmark product in its market, is one example of this:
‘Going back to where it all started with Bioderma, the French Brand that inventer micellar water…’
‘I couldn't live without my …
