An innovative look at digital and the strategic use of social networks as the main channel for building the brand meant that, in just six years, Vizzela Cosméticos became one of the beauty brands most beloved in Brazil. Today, the company from Mogi das Cruzes (SP) already records annual growth of 50% and is present in 12 thousand physical points of sale.
Founded in 2019 by cousins Aline Waiser and Mariana Piccolomini and partners, Vizzela was born within a family cosmetics industry that, until then, produced for other brands. “We outsourced to several companies and always had success stories. So we thought: why not create our own brand?”, says Aline, who is a chemist by training and now works as the brand’s marketing director.
From the beginning, Vizzela stood out for combining product performance with fun and colorful communication. Still in 2019, Aline decided to send giant, personalized press kits to digital influencers, an unusual practice at the time. “We sent a huge acrylic with all our base colors and concealer. It attracted so much attention that everyone started talking about Vizzela”, he recalls.
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The press kit that went viral
The bet on influencer marketing proved to be decisive. Instead of relying on physical stores, the brand first invested in e-commerce and social media to generate desire and recognition. “Our biggest investment is in digital. Even with a large part of the revenue coming from the physical, it is online that drives everything”, explains Aline.
Today, Vizzela works with around 50 permanent influencers and other occasional influencers per campaign, in addition to maintaining an intense routine of sending products (the famous press kits). “We continue to invest in seeding, but with storytelling. It’s not just sending a product, it’s telling a story”, says Aline.
The owners themselves also appear in several posts on the brand’s social networks. Aline says she seeks to share behind-the-scenes product development. “Entrepreneurship and creating content at the same time is a huge challenge, especially as a mother. But it is an essential part of connecting with the public”, she says.
She recognizes that content creation is a powerful branding and transparency tool. “I show when I’m in the laboratory, developing something new. People love seeing the real behind the scenes. This builds trust. I appear, but I’m not the protagonist of the brand. We don’t want to leave Vizzela dependent on a single person”, explains the founder.
Continues after advertising
Part of this success also comes from a consistent and authentic visual identity, symbolized by the Panda Corn mascot, which has become an icon of the brand. “Vizzela is almost a person. She has her own voice, manner and even humor. We speak to the public in the first person, as if the brand were someone real”, says Aline.
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Digital that drives the physical
Even with its online success, Vizzela’s physical presence grew quickly, which according to Aline, is a direct reflection of the strength of digital. “Retailers started asking for our products because they saw the demand on social media. It was digital that opened the doors of retail”, he says.
Continues after advertising
Today, the brand is in perfumeries, department stores and has started to open its own kiosks to offer in-person experiences. Still, the strategy remains focused on online. “Our biggest investment is in digital. It is reflected in all channels, including physical ones”, he reinforces.
To find out more details about Vizzela’s entrepreneurship story and the power of social networks for business, see the full episode on Level UP. The program is available in and in its podcast version on the main streaming platforms.
Level UP
Level Up is the newest program in InfoMoney. Roberto Indech, head of institutional relations for variable income at XP Inc., presents a relaxed chat with influential and relevant people in their respective niches, from different market segments, who enhance their businesses through personal social networks. Check out new episodes every Wednesday at 7pm.
