How cosnova Beauty expanded into the premium segment by launching the L.O.V line

L.O.V Cosmetics & Launchmetrics

Founded in 2001, cosnova Beauty is an international cosmetic brand, characterized for its high-quality product offerings available at affordable prizes. The brand is available in over 80 countries, positioned with well-known labels like essence or CATRICE. In November 2016, they expanded into the premium segment, launching L.O.V Cosmetics with success. cosnova Beauty has been a Launchmetrics client since 2017.

The L.O.V Cosmetics Challenge

Prior to working with Launchmetrics, L.O.V Cosmetics enjoyed a successful launch in Europe and following this success, cosnova Beauty sought to expand the L.O.V brand to the United States. To that end, the company decided to build brand awareness within their target audience by leveraging top-tier beauty influencers. The main goal of this influencer campaign was for L.O.V Cosmetics to generate excitement among consumers for the new brand, develop a strong presence across social media and promote the brand presence at BEAUTYCON in Los Angeles. To achieve this ambitious objective, the L.O.V team required a solution that would help them to activate beauty influencers in order to create dynamic content that would feature the campaign’s central theme: how a fresh makeup look could help women feel confident and ready to take on the day.

The Solution

After implementing Launchmetrics’ Influencer software, the L.O.V Cosmetics team was able to identify four premium content creators that were aligned with their campaign goals and brand values. After successfully activating these influencers, the brand was able to secure high-quality creator generated content, with at least one image or video featuring in the influencer’s Instagram feed, and at least three Instagram stories linking to the L.O.V e-commerce site. With Influencers by Launchmetrics, the team was able to manage this social media campaign workflow and easily measure the campaign success, breaking down the performance of each influencer.

The Result

• 3.1 Million people reached with the campaign
• More than 40k reactions on social media
• An average engagement rate of 2.8%

“The campaign’s central theme was how a fresh makeup look could help women feel confident and ready to take on the day.”