NAOS, a French skincare pioneer founded by pharmacist-biologist Jean-Noël Thorel, encompasses renowned brands like Bioderma and Institut Esthederm. To boost digital marketing objectives, including qualified traffic, leads, sales, and brand awareness, across markets such as Spain, Italy, the US, and Canada, NAOS partnered with Cosmo5. This collaboration addressed rising costs and growth challenges, resulting in optimized campaigns that drove significant global performance improvements.

The Challenge

NAOS faced rising CPCs in the competitive skincare market, flat organic growth, the need for higher-quality website visits, and limitations in sales visibility. The objective was to enhance brand presence, generate traffic, and increase purchases for flagship products like the Micellar Hygiene collection and Pro-Collagen+ range, while standing out in a saturated digital landscape across diverse international markets.

Our Approach

We implemented a comprehensive, multi-channel strategy tailored to NAOS’s global needs, balancing an advanced media mix across Google Ads, TikTok, YouTube, Meta, CTV, Amazon, and Spotify. The approach focused on upper/mid-funnel campaigns to boost visibility and fanbase, while optimizing lower-funnel efforts for leads and sales. Key elements included:

  • Balanced Channel Mix: Shifted spend toward high-intent Google Ads while scaling TikTok and YouTube for diversified reach, as seen in Italy for Bioderma’s quality traffic optimization.

  • Creative and Influencer Integration: Produced tailored audiovisual content with influencers like Ana Moya, adapted for platforms, advertising-driven on YouTube, native on TikTok, product-focused on Pinterest, to drive engagement in Spain.

  • Innovative Formats and Testing: Leveraged Video Reach Campaigns (VRC) on YouTube with diverse inventories (In-Feed, In-Stream, Shorts) and real-time optimization for Institut Esthederm’s Pro-Collagen+ launch in Spain; tested new channels like Prime Video for Bioderma’s sun care in Italy.

  • Holistic 360 Funnel in US/Canada: Integrated influencer amplification, awareness-driving YouTube videos, a science-backed podcast (“Skin To It”), and agile Owned & Operated (O&O) tactics on Amazon, incorporating Spanish and French audiences for broader reach.

  • Efficiency and Automation: Applied bid-rule automation, look-alike audiences, and performance tracking to reduce costs and enhance results across all markets.

This data-driven, integrated strategy aligned media, influence, and creativity to support NAOS’s global expansion.

The Impact

Our global strategy delivered exceptional results, exceeding benchmarks and driving measurable growth in awareness, engagement, leads, and sales. Campaigns positioned NAOS brands as leaders in skincare, with efficient cost reductions and high-impact activations laying a foundation for sustained international success.

    +59%

    Leads YoY (Italy Bioderma)

    +32%

    Amazon Revenue Growth (US)

    +33%

    New Website Visitors YoY

Our Work