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Brand Building and Retail: Cosmoprof NA Marketing Director Talks About Show Initiative
By: Jeff Falk
Posted: June 23, 2010
Daniela Ciocan, director of marketing for SoGeCos Americas / Cosmoprof North America.
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You had experience overseeing all aspects of product brand management of Awake Cosmetics and other brands. How were you able to translate that experience in the development and implementation of Discover Beauty?
Ciocan: My experience as a marketer and brand developer has opened my eyes to the need of a program such as DB, where newly developed brands can meet and get instant feedback from key specialty retailers who are able to work and nurture small emerging brands. I thought if we could bring together the retail buyers seeking innovation and "newness" and the entrepreneurs with fresh ideas, it would be a win-win all around; in the course of a few hours, the buyers get to see what trends are developing and the brand founders can get invaluable advice which they are free to include in the development and marketing of their brands. This type of access is very difficult and costly, both financially and from a time perspective, to a new start-up business entrepreneur. My experience has allowed me to also play with formulas, packaging and has exposed me to that creative side of the industry allowing me to recognize excellence and give it the necessary spotlight at the show and within the program.
Can you talk about the process of hand selecting brands that will be part of Discover Beauty 2010? What do brands such as these bring to the beauty industry? How do the ideas of innovative start-ups spark the industry as a whole?
Ciocan: When we hand select brands, we look at the total brand concept: formula, packaging components, package design, brand story, ingredient use and the current distribution model, if any. All the elements must elegantly build upon one another in order to have a strong brand that the specialty retail organizations in attendance will enjoy discovering. The brands can be from within the U.S. or they could be established brands abroad but are not yet distributed in the U.S. marketplace.
These brands bring excitement and new innovative concepts to the industry that can then trickle into more mainstream brands. In the past, we have had niche brands that were then acquired by large multinational companies in recognition of their unique position and fresh ideas.