MARTINE COSMETICS,SUCESS STORY D’UNE INFLUENCEUSE
Le cas de MARTINE COSMETICS, la marque de l’influenceuse GAËLLE GARCIA DIAZ
Comment faire de sa passion, une réalité ? La réussite de MARTINE COSMETICS :
Gaëlle Garcia Diaz est à l’origine une influenceuse célèbre pour son personnage « Martine », tumultueuse et qui n’a pas sa langue dans sa poche. A ses débuts, elle fait des « reviews » et « crash test » de marque de cosmétiques / soins célèbres, mais aussi d’autres influenceurs. Elle propose également d’autres contenues, « lifestyle » ou musical sur sa chaîne, mais le cœur reste la cosmétique.
Dépassant aujourd’hui le million de followers sur Insta et sur YouTube, elle s’est lancée en 2018 et a créé sa propre société de cosmétique. Et quoi de mieux que garder comme base son alter : Martine.
Une marque en constante évolution :
Ayant toujours eu un esprit entrepreneurial, la créatrice a commencé sa marque avec quelques produits, dont ses premières palettes, les célèbres : « Petite Tchoin » et « Grosse Tchoin ».
Tout d’abord, oui, les noms sont très osés, et c’est sur cet élément que se base Gaëlle Garcia Diaz pour sa marque. Elle est l’une des pionnières pour cette communication totalement décalée du monde de la cosmétique, qui plus habituellement préfère montrer une image plus neutre, douce et chic. MARTINE COSMETICS ne fait pas dans la simplicité et veut montrer ce côté rebelle et indépendant. De plus, même si les noms des produits ont tous des noms féminins, la marque se veut ouverte à tous et appelle ses clients : Martine et Martin.
Avec une communication aussi trash, mais tout en restant élégante, la marque a commencé à connaître un certain essor et chaque année depuis 2018, elle agrandit ses gammes et propose de nouveaux produits. Avec pour cette année, par exemple, plusieurs palettes collector, la création des rouges à lèvres en raisin (raisin, c’est le nom donné au tube de rouge à lèvres) …
La qualité est-elle au rendez-vous ?
De nombreux scandales ont touché plusieurs influenceurs et leurs marques de cosmétiques avec, par exemple, des suspicions de « Drop Shipping » ou des transports de mauvaise qualité avec des temps d’attente trop importants, des fards avec des pigmentations faibles et poudreuses … Ces scandales sont tellement nombreux qu’une certaine méfiance des consommateurs a commencé à apparaître pour les marques des influenceurs, mais est-ce le cas pour MARTINE COSMETICS ?
Il faut savoir que les produits sont « cruelty free » (les produits ne sont pas testés sur les animaux) et majoritairement « vegan », la marque tient ses engagements afin d’avoir des produits de qualités à des prix raisonnables. En effet, leur production est, en quasi-totalité, faite en Italie avec seulement un packaging produit hors U.E. Le tout pour des prix allant de 35€ à 70€ pour les palettes, avec une moyenne vers les 50€.
La créatrice de la marque veut grâce à MARTINE COSMETICS offrir « une marque qui place la qualité des formules au cœur de ses priorités pour atteindre une synergie parfaite entre texture, tenue et couleur pour chacun des produits ». Mais aussi, redonnez-confiance à ses utilisateurs, et leur permettre d’assumer tous leurs looks allant d’un style « nude » à « colorés ».
Une communication fun et originale :
Des marques de cosmétique offrant des produits de bonnes composition, qualité et tenue, il en existe des milliers, mais une avec une communication comme celle de cette marque, AUCUNE !
La marque veut conserver le côté décomplexé et honnête qu’à Gaëlle Garcia Diaz avec sa communauté et veut conserver ce lien en proposant des produits qui correspondent à son univers. Les packagings, aux noms audacieux, sont souvent des mots utilisés pour dégrader, mais que la marque se réapproprie et les transforme en « qualité ». De plus, la créatrice n’hésite pas à participer à toutes les campagnes et offres des clips vidéo de plus en plus recherchés qu’elle met en avant sur sa chaîne, comme un teaser des nouveautés bientôt présente sur le site.
La créatrice utilise ses propres réseaux sociaux pour présenter ses produits, mais aussi pour montrer l’envers du décor de chaque création, comment elle a imaginé cette palette, pourquoi, la réalisation de la campagne de pub … Tout cela rend cette marque intéressante, de par son concept inédit, mais aussi la qualité de ses produits et l’attention portée à chaque collection.
Une campagne choc : « Tchoin à Buzz »
Rien de mieux que de parler de cette palette pour montrer la communication de cette marque. En effet, lors d’un de ces crashs-tests de la marque de l’influenceuse Maeva Ghenna (célébrité de la télé-réalité). Gaëlle critique le temps d’attente de sa commande sur une story Instagram. Malheureusement pour Gaëlle, cette critique va lui amener les foudres de Maëva qui va l’insulter de « Tchoin à Buzz ». Gaëlle refusant de rentrer dans le conflit va publier sa vidéo sur la marque de Maëva et ne répondra plus aux piques et clashs engendrés sur les réseaux sociaux.
Quelques mois après cette affaire, une nouvelle palette est annoncée sur le thème des années 2000. Après cette annonce, la vidéo de la présentation de la palette sort et Gaëlle n’est pas seule à la mettre en avant puisqu’elle est accompagnée de la « star » de la télé-réalité : Nabilla.
Et pour le nom de cette palette ? Rien de mieux que « Tchoin à Buzz ». Avec cette palette, Gaëlle Garcia Diaz s’est amusée de ce clash « puéril » et a su ressortir de cette mauvaise passe avec un produit amusant et qui a énormément plus à sa communauté qui a aimé le clin d’œil.
D’autant plus que chaque fard avait le nom d’une candidate avec un élément la caractérisant : Carla avec un pentacle (après son affaire de sorcellerie), Maëva avec son chien … Beaucoup d’influenceuses présentent sur la palette ont pris cela avec humour !
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