Blog posts

Mustela: A Case Study in Successful Branding and Marketing Techniques

In today's highly competitive market, effective marketing and branding campaigns are crucial to stand out in the beauty and health industry. Mustela, a high-quality brand, has undergone numerous trials and errors to become a leading player in the market, thanks in part to its successful branding and marketing strategies. As a result, it's considered an unrivaled brand by many consumers. In this article, we'll explore the journey of Mustela in creating a loyal customer community through its premium products and successful marketing campaigns.

Why would someone choose Mustela?

 According to research, customers have chosen this product because it is hypoallergenic. It is compatible with all skin types and is especially suitable for children with susceptible skin who may be allergic to minor foreign substances. For this reason, Mustela products have been spread worldwide and are considered international.

In addition to Mustela's good quality, other things have made people choose its products repeatedly.

There Is No Limit For Using Mustela Products, Even Newborns

 Mustela products are suitable for even newborns because the brand formulated their products using their skin using the body's natural physiology as a guide to making sure their products are soft and secure for sensitive skin. Parents who want to use safe and effective skincare products on their babies should consider Mustela products because they are free of harsh chemicals and fragrances.

Although the baby's skin after birth has stem cells for protection and puts the baby's skin in a state of balance, the real protection is the skin barrier, which is formed around two years of age. Until then, there is a risk of exposure to ultraviolet rays, air pollution, and temperature. Therefore, taking extra care of a newborn's delicate skin is crucial by using gentle and non-irritating products, keeping them out of direct sunlight, and avoiding exposure to harmful pollutants. Regular moisturizing can help maintain the skin's natural balance and prevent dryness.

What Is Organic, What Is Natural?

When it comes to branding and marketing, Mustela stands out by promoting its products as organic. However, it's important to note that just because a product is organic doesn't necessarily mean it's entirely natural. While organic products are made from natural ingredients, they may still contain synthetic additives and undergo processing. As a savvy consumer, it's crucial to read labels and understand the ingredients used in organic products before making a purchase.

 In terms of brand positioning, a product can be labeled as natural if it meets certain criteria such as avoiding skin-damaging products, containing a minimum percentage of organic and natural materials, and complying with production regulations and rules. Additionally, there are specific ingredients that are prohibited from being used in natural products ,such as:


mineral oils,






synthetic perfumes and dyes, 


and animal-derived ingredients (unless produced naturally).​

Who Can Use These Products?

Newborns and children are not the only ones who may benefit from using Mustela products. Mothers and adults can also benefit from their products, which range from anti-crack to sunscreen and moisturizers.

What Else Helped Mustela Stand Out More?

Along with out-of-home advertising, online advertising is one of the best ways to promote and introduce a brand to people at home and outdoors. Online advertising can reach a wider audience at a lower cost than traditional advertising methods. Additionally, it allows for more targeted and personalized messaging to potential customers. 

After ten years of research, Mustela launched its products digitally and called them the "Scientific Revolution." It was a revolution in the world of skin products for children and mothers back then.

Mustela used digital marketing solutions for the first time in the European market to introduce and position its adult products. Their digital marketing campaign included social media advertising, email marketing, and influencer partnerships to reach their target audience effectively. The use of digital marketing allowed Mustela to increase brand awareness and sales of their adult products in the European market.

Following this, many clients, such as parents and adults, explored digital media before selecting what to buy. They wanted to be sure that they were receiving the greatest value for their money and that the product they purchased would satisfy their requirements and expectations. Some even searched out evaluations and suggestions from friends or internet sources before making a final selection.

Making Brand Awareness With Digital Marketing Solutions

Mustela targetted the habit of researching in today’s mothers' routine. Therefore, they conveyed their latest scientific research discoveries in their digital media campaigns using the appropriate combination of emotional signals and factual data.

Baby Zone, WebMD, BabyCenter, and The Huffington Post were just some parenting and family-oriented websites included in the campaign's initial media strategy, including banner advertisements, page takeovers, blogs, and social media support. As 2013 came to a close, there were plans to extend the campaign.

Conclusion: Mustela's marketing and advertising strategies are based on what scientists have discovered about the needs of babies and their parents. In addition, they promoted themselves as a reliable manufacturer of high-quality goods. It revolutionized the industry by developing recipes with an unprecedented 92% natural content.

contact us

For more information about marketing, contact us in the No.1 advertising agency.

Leave a Reply

Your email address will not be published. Required fields are marked *