Mari Maria explains why she created her brand in 2019, how product creation works and what are the methods of dissemination
Mariana Maria de Neiva Couto started posting makeup content on YouTube in 2014, aged 22. Red hair and freckles soon became the trademarks of the influencer who became known by the abbreviation of her name, Mari Maria.
At the time, she focused her artistic productions on high coverage, as a way to hide her freckles, which were a reason for bullying throughout her childhood.
Already with her name recognized and a fan base, in 2017 she launched her brand, Mari Maria Makeup, which was initially born with a triangular brush, which was for many years her trademark in the endeavor in the beauty and cosmetics sector.
But it was in 2019 that Mari Maria established herself as one of the biggest national names in makeup, with the launch of a two-in-one product: a foundation that could also be used as a concealer, with high coverage. Currently, the line already has dozens of products, including makeup, skin care and accessories such as a brush and sponge to spread the products.
“Mari Maria Makeup came from my childhood dream, from that girl who was bullied because of her freckles and found comfort and a solution through makeup. The brush was a sales success, people embraced the idea of the brand that was being born. . What started with a single product, turned into a brand that unites shopping experience and purposes”, said the businesswoman.
product creation
Always attuned to what her public wants and the paths the market takes, Mari stated that everything produced by her line is designed to aggregate the brand’s consumer.
“We are always attentive to the wishes and trends of the national and international beauty scene, so we can identify the needs of the public and, above all, what makes the most sense with the history that we have been building since the beginning of Mari Maria Makeup”, explained Mari.
In addition, the businesswoman also stated that she participates in the entire creation process, be it a specific product or a collection. Everything goes through the scrutiny of the influencer and owner of the brand.
“I’m involved in everything from the initial idea to formulation development and performance. For me the most important thing is formula safety and product delivery, so formulas on me over and over again and I compare it to the best. I only release what I believe in.” “, he emphasized.
From pastel to orange
At the beginning of the endeavors, the brand had a clear visual identity, with shades of nude and pink and it was like this until last year, when Mari Maria Makeup assumed an orange identity.
Mari Maria says that, at the beginning of her brand, she noticed an inclination in the US market towards these shades of nude and pastel pink and, therefore, brought this to her line. “At that time, it was a new trend in the domestic market and I knew it would be easily absorbed,” she said.
Earlier this year, the brand presented its new collection, Ginger Glow, all in bright orange tones. According to the businesswoman, the change in color came from her own perception of the products and the line in general.
“I realized that a different color was needed to highlight the products at points of sale. More than a visual identity, I wanted something that would bring identity to the brand that bears my name. So, the color orange came to symbolize my story with makeup and, mainly, my process of acceptance and self-esteem”, said Mari Maria.
In addition to easy identification, the color change also carries a new meaning for the creator of the brand, since the new identity refers directly to the hair tone and freckles she has.
“Orange was a tone that caused me pain, since I didn’t like my hair. Today, the color orange represents joy, energy and strength and has everything to do with my new phase and how I currently feel”, he added. .
The Internet as a Disclosure Channel
Born on the Internet, social networks today play a fundamental role in promoting the brand’s products. Furthermore, it is there that consumers give their feedback on the line, both in comments on publications and in the production of their own content.
According to the businesswoman, she and her team seek to understand the market as a whole in order to set up communication strategies, looking for trends that can be applied to her audience.
“We try to understand the market as a whole, looking for trends and applying them in our strategic planning. Today, in addition to being a brand creator, I am also an influencer who creates content and business with her own makeup line. our strategic hook is to think about the values that we bring to our community both online and in the stores that sell the brand”, he explained.
Influencer versus empresria
Even though she owns one of the biggest national makeup brands, Mari Maria continues with her career as an influencer, showing her day-to-day life, reviewing products whether from her own brand or not.
Owner of an Instagram profile with more than 21 million followers, she admits that the job of dividing herself into two CNPJs is not easy. “It’s a great challenge to reconcile the two things, because despite being a complement, they are areas that require different visions. When you think as a businesswoman, you have to put the ego out of sight, and try to exalt the product, bringing visibility to the brand”.
next steps
With more launches planned for this year, including a collaboration with Bruna Tavares, Mari Maria said that one of her company’s focuses is on the international market, which is currently showing interest in the concept of “Brazilian beauty”, which consists of techniques and products used in Brazil.
“We are very committed to taking the brand abroad, we want to show the world the quality of Brazilian products. I believe in our products and we want to spread the concept of Brazilian beauty, as I already see that it is a global trend”, completed the businesswoman.