Instagram and Google Ads are among the strategies created by in house
The cosmetics company Mahogany was one of the first to sell liquid soap in Brazil. The body products category soon took over the portfolio, which today has 60% of sales concentrated in the fragrance segment. Make me fever gold the flagship of the company founded by Jaime Drummond in 1991.
It is estimated that the perfumery sector moves around US$ 5.27 billion a year in Brazil, one of the largest consumers of fragrances in the world, alongside the United States, France, Germany, United Kingdom and China. The volume projected by Euromonitor International considers the impulse driven mainly by national brands.
We are a premium brand of perfumery and cosmetics, with quality, authenticity and exuberance in products that reveal personality and value different styles, says Brian Drummond, marketing manager at Mahogany. Marketing helps to build a positioning anchored in the pursuit of beauty from the inside out, stresses Drummond.
The executive does not reveal investment in marketing, but ensures that the budget grows alongside efforts to expand the brand’s presence in the country. In addition to social networks, digital is increasingly receiving investment in areas such as direct sales, which reach a specific audience through digital and interactive catalogues, explains Drummond.
Instagram and Google Ads are among the main strategies created by an in-house structure, in addition to communication partners such as Grupo Ri. Today, 70% of our digital effort is devoted to branding and brand awareness, details Drummond.
Social networks and the website operate to offer experiences that reflect the brand. One of the campaigns with the greatest impact was the perfume Emily in Paris, inspired by the series of the same name, and the result of a partnership between Mahogany, Paramount and Pepper Brands.
Held in November 2022, the launch gained international markets, signaling the path of expansion. The brand is in contact with licensing, which we believe is a major key to this moment of growth and share, says Drummond.
The portfolio comprises around 200 items, including fragrances, moisturizers, dermocosmetics and liquid soaps, in addition to male, hair and home products, produced at the factory located in Osasco (Sao Paulo).
Read the full story in this week’s edition (February 13)
