Cosmesidoc: 10 Years of Leadership in Cosmetic Education and Consulting

Cosmesidoc: A leading authority in cosmetic education and consulting for over a decade. Mara Alvaro, with her project, has made it her mission to provide high-quality educational resources and specialized consulting services in this field

Ten years of cosmetic dissemination and information are starting to feel like a long time; surely, you are one of the first entities to have spoken about cosmetics with a particular perspective. What has distinguished you over these years?

Indeed, it feels like yesterday, but it was 2013 when Cosmesidoc was born as a blog with the aim of providing high-profile cosmetic dissemination to counteract cosmetic misinformation, which was already rampant at the time. Therefore, I wanted to make my expertise available for free, stemming from academic studies and laboratory experience, driven by Pietro Pirrone, Co-founder, and marketing manager of Cosmesidoc. 

In addition to the technical training acquired over time working in cosmetic companies, there has always been a desire to inform and educate users about the world of cosmetics using simple and understandable language because beauty and self-care are for everyone and by everyone.

First dissemination, then info products, and now consultancy for beauty projects. Quite a leap; what is the mission that drove you?

Indeed, this leap happened almost naturally. It is the culmination of a journey that sequentially saw my research and development work in the laboratory, the birth of the blog, then my presence on social media, and after the publication of my first book, "La cosmetica è una cosa seria" (Cosmetics is a serious matter). 

By engaging with many indie cosmetic brands (even at their request), I realized that I could offer more to them. Therefore, Cosmesidoc's mission, after dissemination, has become to offer advanced and highly effective skills in cosmetic formulation and marketing strategies to entrepreneurs in the beauty sector, aiming to improve the quality, visibility, and success of their brand and cosmetics in the market.

Who do you specifically target?

In B2B activities, we target cosmetic companies and brands seeking expert guidance for their beauty projects. In some cases, these are companies looking for external support in formulation that brings experience, innovation, and market knowledge.

 I must say that, in addition, my presence on social media gives me direct contact with consumers, for whom I have developed sensitivity to their needs, which is a valuable asset for brands. Therefore, my formulation is not something disconnected from the commercial aspect of cosmetics; it is not something that remains relegated to the laboratory (which unfortunately can happen when working all day in a laboratory) but is something already projected towards sales.

As for our marketing support, it proves to be even more interesting. We know how competitive the cosmetic market is, so to emerge, you need to approach with the right strategies, avoiding wasting budget on useless activities or worse, neglecting some basic activities. Returning to your question, our contacts are professionals heavily involved in key aspects of the company or brand, from product development to marketing: Founders, Indie Brand Managers, Brand Managers, Laboratory Managers, Project Managers, CEOs, etc.

What are the main problems that a cosmetic company or brand must face from a formulation perspective today?

Certainly, recurring terms are: innovation and trends. Often, the realities I collaborate with struggle to put these two things together, and things get more complicated when they need to stay within formula costs, sustainability, and blacklists to comply with commercialization abroad. Regarding cosmetic formulation, my work always involves studying the project, identifying the best textures based on current trends, evaluating actives and formula costs, and designing the cosmetic line together according to requests and needs, providing constant support and consultation on the product.

Very clear and beautiful, I would say. Instead, what can you tell me about marketing consultancy?

Well, this is undoubtedly the most interesting innovation introduced at the beginning of 2024 and fully responds to the mission I mentioned earlier: to grow cosmetic brands.

It is not uncommon to see super interesting brands, with great potential, investing significant budgets but, in the end...not communicating. And they don't do it because they don't know what to communicate. After two or three years of activity, they experience a real identity crisis and realize that they have never transmitted their distinctive characteristics to the market for what Pietro and I define as "original sins" of marketing.

We often provide what they have not had until that moment: a strategic and practical guide to marketing expertise in beauty. In addition to setting up Cosmesidoc, Pietro has been working for more than fifteen years, going from agencies, consulting, to being a web marketing manager in cosmetic companies.

The most requested services are Branding, Digital marketing beauty, E-commerce, Social media management, Content creation, and training.

Contact Cosmesidoc in the consultancy and services area or write to us at info@cosmetitrovo.it