Catrice (Cosnova) Content Marketing
+20% Reach Through UGC Strategy
Strategy and account expansion for Catrice & Essence — 24 content pieces in 6 weeks, +20% reach, and 1M+ Reels views with organic UGC.
Quel était le problème ?
Catrice needed to scale reach and engagement on Instagram Reels and YouTube Shorts, where beauty content competition is fierce. The brand had solid products but lacked the organic creator-driven content that drives discovery among 18-30 year old beauty enthusiasts.
Comment nous l'avons résolu
We developed a UGC-first strategy: 24 content pieces in just 6 weeks, all featuring real creators showing application processes — tutorials, before/after transformations, and get-ready-with-me formats. Beauty UGC that shows the process, not just the result, performs 2x better. The organic approach grew reach by +20% and generated 1M+ Reels views without paid amplification.
UGC-First Strategy
24 content pieces in 6 weeks — real creators showing real application processes, not polished brand shoots.
Process over Result
Tutorials, before/after transformations and GRWM formats. Showing application drives 2x more engagement.
Dual-Brand Approach
Parallel strategy for both Catrice and Essence — shared learnings, distinct audience targeting.
Organic Reach Growth
+20% reach and 1M+ Reels views achieved purely through organic UGC without paid amplification.
Matériel de Campagne
Beauty UGC performs 2x better when creators show the application process, not just the result. Before/after is still king.
Catrice (Cosnova)
Catrice is part of the Cosnova group, alongside sister brand Essence. Founded in Germany, Catrice offers trend-driven, affordable cosmetics available in 80+ countries.
Positioned between drugstore basics and prestige beauty, Catrice targets young, beauty-savvy consumers who follow the latest trends but shop smart. The brand is known for rapid product innovation and trend-reactive launches.
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