Global Marketing

Dermacol Market Expansion: Assisted Dermacol, a leading cosmetics company in Prague, in their efforts to break into the American market.

For this project, my team and I developed a comprehensive marketing plan, including distribution, promotion (primarily through social media), communication strategy, social media strategy, and budget allocation. Several teams presented their marketing plans to the CEO, marketing team, and key shareholders at Dermacol.

Our team’s marketing plan was ultimately selected as the most valuable. This case study will focus solely on the social media-specific aspects of the plan. Please note that this presentation took place in 2019, and all influencer selections and strategies are reflective of that time.

We selected a range of influencers, both small and large, for Dermacol to collaborate with. Our top recommendation was NikkiTutorials, who had previously reviewed Dermacol’s staple product, Make-up Cover.

Influencers were chosen based on the following criteria:

• Perceived trustworthiness
• Preference for heavy foundation and concealer, aligning with Dermacol’s full-coverage product
• Diversity in background and audience reach

Due to Dermacol’s limited shade range at the time, we were unable to recommend influencers with darker skin tones. One of our key recommendations was for Dermacol to diversify their shade offerings to better serve a broader range of consumers.

In 2019, influencer brand trips like Trippin with Tarte were at their peak. For my team and me, flying influencers to the picturesque city of Prague—Dermacol’s home base—was a natural fit for introducing the brand to the American market.

The multi-day trip would generate extensive content, offering influencers an immersive experience with a brand not yet widely recognized in the U.S. Prague’s distinctive charm, combined with its cultural significance to Dermacol, presented a unique opportunity to promote both the brand and its heritage. This campaign served as the cornerstone of our strategy to elevate Dermacol’s presence in the United States.

A giveaway would incentivize engagement and provide U.S. consumers with the opportunity to experience Dermacol products firsthand, lowering the barrier to trial.

While the influencer trip would generate excitement and brand awareness, the giveaway would drive product interest and foster a positive association with the brand.