Cosmetics and the beauty market
The Cosmetics Marketing Plan (CMP) is the eight-step method Enrico Giubertoni created in his book I social nella Cosmesi (Social media in cosmetics) to design the digital strategy of a beauty brand.
It is both strategic and tactical: it helps set the ultimate goals of the campaign and provides the operational tools to reach them. It builds on the Pain/Gain model, the customer's pain points and gain points, to identify the values and content that differentiate the product and give the reason why, to be turned into an exponential approach.
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