How Do I Know FILORGA?
It makes no sense that I get addicted to such a “little exposure” brand.
Who is FILORGA?
FILORGA is a patented, science base skincare brand made in France. Dr. Tordjman, who is the founder, poured years of research into cell biology and anti-aging with endless enthusiasm. Finally, Filorga was born with a passion for developing cosmetics that provide unique benefits for the daily user.
Today, FILORGA is part of Colgate’s brands and part of its involvement in the beauty industry, but the premium, professional tone of the FILORGA brand has never changed.
Filorga’s unique selling point lies in its history and distinctive know-how. Having created the concept of ‘medi-cosmetics®’, born from the meeting of cosmetics and aesthetic medicine, the brand can uphold what the competition is only claiming. This said the anti-aging discourse is not enough to differentiate itself from the competition and performance in the market.
However essential in such brands and product communications, it is not the catalyst making desired brands in today’s luxury cosmetics market. It was, therefore, necessary for us to reveal the emotional potential and give meaning to the ‘technological romance’ of the brand with Filorga is much more than performance, it is a brand that can control time.
So, here, comes our FILORGA OPTIM-EYE 2021 Global Campaign
The film uses very romantic tones and filming techniques to depict the evolution of a woman’s emotional senses while using FILORGA products. The film reflects the passage of time with the filming style of constantly surrounding the face. At the same time, the woman’s expression and appearance of enjoyment, pleasure, and vitality give the impression of “locking in time” and “dreamy and advanced” brand emotions of using the product. The product, poetry, and art are integrated into a whole, echoing the theme of the product and Campaign, “Time does not pass on your face.”
This story coupled with the creation of a ‘tech-dream territory’ (the meeting of ‘dream like luxury with techno-cosmetics) has enabled Filorga to consolidate its status and desirability as a premium brand.
In this way, FILORGA built a particularly effective emotional connection: from the launch of the campaign, Filorga’s brand awareness rose from 17% to 32%, Time Filler’s sales grew by nearly 300%, and the brand went from n ° 9 to n ° 5 in pharmacies.
Vibe tells something
Here, we can jump back to what I said before: Filorga owns little exposure to social media.
Filorga’s Instagrams account has only 84,000 followers, unlike other skincare brands of the same type, such as Dermalogica, which has more than 500,000 followers, Filorga is not serious about social media. As a skincare brand with a long history, Filorga has only published 613 Instagram posts, while subsequent skincare brands with a much younger history have published more than 2,000 posts and often interact with the customer market in parallel to establish a more direct connection. Even if you search online, there is very little information about Filorga brand products, so consumers need to understand and do their own homework
In my case, I chose Filorga because I was looking for a skincare product that was powerful but simple in its ingredients. After typing in keywords such as “for dry skin,” “professional skincare,” “must try skincare,” etc., on various social media platforms, I eliminated a lot of t-shirts that looked like advertisements. Among the many sophisticated tweets, I found some spontaneous consumer recommendations for Filorga. I was intrigued by their descriptions and the number of people who agreed in the comments. I bought and tried Filorga because the product description and packaging and the available videos gave me a sense of sophistication and professionalism. I was fascinated by the feel of the product afterward.
Two years later, I searched for Filorga again and found that the brand’s exposure was still shallow, and although the brand’s loyal customer base was still prominent, I felt they could do better. As an old customer, I couldn’t get a good sense of interaction and connection with the brand when I wanted to quickly and easily find out if Filorga had any new products or promotions recently through social media. In contrast, the new customer base still tended to try Filorga products through other people’s recommendations, and the direct promotion of the brand was still not strong enough.
Perhaps the premium and mysterious minimalist atmosphere can attract some customers, but in the era of highly electronic market information, following the trend is also something that needs to try more often.
