HYDROVEIL : BRAND PLAN

Challenge: For our Integrated Communications Strategies course, my team and I were tasked with developing a brand plan for Cobiosa, a Spanish company specialising in the distribution of cosmetic ingredients. With over 50 years of experience in the B2B market, Cobiosa is now looking to expand into the B2C space with its own cream featuring the increasingly popular ingredient, Dragon’s Blood. Each team was responsible for crafting a comprehensive strategy and brand plan, culminating in a pitch to Cobiosa’s Founder and CMO themselves.

Creation: We developed HYDROVEIL, a 50+ SPF sunscreen infused with Dragon’s Blood, designed to appeal to a broad, unisex demographic. To refine our concept, we conducted extensive market research to ensure a strong positioning. By applying the SOSTAC framework, we crafted a strategic and data-driven brand plan, ultimately delivering the top presentation in our class. Below, I will go more into depth about our research.

MARKET RESEARCH

During our SWOT analysis, we identified Cobiosa as a well-established company with a strong reputation in the industry. However, launching a product in the highly competitive e-commerce space—especially within the oversaturated cosmetic market—posed a significant challenge. To differentiate ourselves, we decided to capitalize on the growing societal shift toward embracing aging and prioritizing self-care. Rather than positioning our product solely as an anti-aging solution, we recognized that younger demographics are increasingly seeking skincare products for health and preservation, not just age reversal. This insight allowed us to craft a strategy that resonates across multiple age groups, reinforcing Hydroveil as a staple in modern skincare routines.

Objectives and strategies

After the situational analysis, competitor analysis, positioning, and segmentation, we chose our objective to be “Boost brand awareness by increasing social media reach by 30% within six months, converting 15% of engaged users into leads.” In order to achieve this, we chose 3 different strategies:

  1. Establish a seamless e-commerce system. Tactics: Optimize landing page and user experience using SEO, as well as partnering with influencers and launching an AD campaign as well as Youtube in order to target both demographics. Some KPIs are amount of impressions on our posts, amount of UGC after the campaign release, visits on the landing page.

  2. Position HYDROVEIL as an essential part of a daily wellness ritual, seamlessly blending skincare with self-care. Tactics:Create an emotional transmedia campaign video, sponsorship by the American Asociation of Dermatology, as well as the Aura Centre Wellness Retreat. KPI’s include increase in digital mentions of HYDROVEIL associated with wellness values, and finally tracking events attendees visits to landing page.

  3. Retail strategy: Finally, Once established in e-commerce, expanding into pharmacies would strategically enhance credibility and trust. Partnering with reputable pharmacies positions our product as professional and health-conscious, while leveraging their expertise and customer base to strengthen our market presence.