STORYBRAND: REVOLUTION OF CONNECTIONS FOR A REAL CONSUMER

Adriana Castañeda, John Jiménez

Research, Development and Innovation

Belcorp Colombia.

The global cosmetics market is projected to be valued at U$ 422.37 billion by 2031, with a CAGR of 5.48% between

2023 and 2031. New formulations and technologies are continually redefining the cosmetics industry, offering benefits such as increased efficacy, sustainability, and safety. Consumer satisfaction through innovative products is the goal for companies seeking greater market share and brand loyalty.

In this context, the consumer becomes the protagonist in building and sharing experiences and forging deep connections. For this reason, the term “storybrand” is gaining ground, empowering narratives that generate connection, especially in the digital world where the user is at the center. In simple terms, we can define it as: “A narrative that fits with a brand’s philosophy and style, which you must first identify knowing your company thoroughly will be key to better applying this marketing tactic”.

According to the eude.es website, the characteristics of a storybrand are:

• Simplicity.
• Clear narrative.
• Customer focus.
• Emotional connection.
• Clear call to action.
• Live examples.
• Problem resolution.
• Clarity in the value proposition.
• Consistency in communication.
• Measurable results.

“Never underestimate any woman’s desire for beauty” was one of the favorite slogans of a long-standing cosmetics brand to create connection and tell stories about how every woman approaches beauty. But why is it important? Donald Miller, in his book “Building a Storybrand,” sums it up this way: “There’s a reason most marketing materials don’t work: they’re too complex. The brain doesn’t know how to process information. The simpler and more predictable the information is, the easier it is for the brain to digest it. The story helps because it’s a sense-making mechanism. In essence, narrative formulas order everything, so the brain doesn’t have to struggle to understand what’s happening.”

Below, we’ve compiled several success stories that highlight six key points in building memorable story brands. These continue to consolidate their position as an opportunity for cosmetic brands to create deep connections with consumers:

1. Sharing experiences: When we share personal feelings or emotions, we create a deeper connection and greater empathy with our audience, which strengthens the experience’s remembrance. A clear example of this is the campaign “Real Beauty Sketches” from a brand with great recognition in the market that addresses women’s perception of beauty, using authentic and powerful insights to generate a significant impact. Drawing on the changes in women’s bodies caused by age, pregnancy, and menopause, it creates a greater connection.

2. Connection with the characters: Real, deep, and well-crafted characters allow the audience to identify with the story, sparking their interest in their fates and experiences, and a desire to experience them. An example of how a fragrance can convey elegance and sophistication is through a unique blend of notes like black orchid, spices, and chocolate, which evoke a mysterious and sophisticated persona. By choosing this fragrance, you immerse yourself in an aura of mystery and elegance, resulting in a feeling of uniqueness and power, leaving a lasting impression.

3. Emotional connection: Stories have the power to evoke a wide range of emotions, such as joy, sadness, fear, and pride, which strengthens the emotional connection with the audience. Some brands connect deeply by emphasizing the importance of self-care, reminding consumers that they deserve the best quality products that make them feel good about themselves through entertaining stories or by awakening emotional memories

4. Authenticity and trust: Authentic stories that reflect real values ​​and truths generate trust in their audiences. Some brands manage to create an emotional connection by focusing on skin health, offering products that allow consumers to feel comfortable and confident in their own skin. This approach highlights the importance of feeling good on the inside, which is reflected in a healthy appearance on the outside. An example is the slogan “Healthy skin, natural beauty”.

5. Psychological connections – Mirror neurons: When listening to a story, the brain often simulates the characters’ experiences, generating empathy and emotional connection. An example of this is visual campaigns that feature real, diverse women (as opposed to highly retouched models), showing authentic people who feel comfortable in their own skin. Seeing these images activates consumers’ mirror neurons, allowing them to identify with the emotions and experiences of the people in them. This representation of authenticity generates a sense of shared identity, security, and empowerment, resulting in a stronger and longer-lasting relationship with the brand.

6. Narrative transportation: By immersing ourselves in a story, a stronger emotional connection is created that influences beliefs and attitudes. Consumers don’t just see a cosmetics ad; they see themselves reflected in the transformation story. Through campaigns that show women ready to face any challenge, from a work meeting to a night out with friends, makeup is presented as long-lasting, reflecting their personality and unique style.

“Beauty begins the moment you decide to be yourself,” an iconic phrase by Helena Rubinstein that remains relevant today because it generates an emotional connection and allows to create a great storybranding. The cosmetics industry continues to face constant challenges, linked with changes in consumer awareness, technological advances to enhance connectivity, the evolution of artificial intelligence, and the constant evolution of the market. Storybranding becomes the tool that brands must leverage and continue exploring to creatively generate emotions in consumers.