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.
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.
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.
- 01UGC-First Strategy
24 content pieces in 6 weeks — real creators showing real application processes, not polished brand shoots.
- 02Process over Result
Tutorials, before/after transformations and GRWM formats. Showing application drives 2x more engagement.
- 03Dual-Brand Approach
Parallel strategy for both Catrice and Essence — shared learnings, distinct audience targeting.
- 04Organic Reach Growth
+20% reach and 1M+ Reels views achieved purely through organic UGC without paid amplification.
Beauty UGC performs 2x better when creators show the application process, not just the result.
Before/after is still king.
Catrice is part of the Cosnova group, alongside sister brand Essence. Founded in Germany, Catrice offers trend-driven, affordable cosmetics available in 80+ countries.
- Strategy
- Account Expansion
- UGC
- High Quality Content Creation
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4.9 / 5.0
average of the last 12 months. Survey after consultation – online, by telephone or on site.