ESTABLISHING A FRESH, ELEGANT AND BOLD BRAND.
The Belmont brothers, the kings of cosmetics in Peru, founded Unique-Yanbal in 1967. After 20 years, the brothers decided to separate and start their own businesses, one of them remaining in charge of Yanbal. This change affected the Unique brand so that it was no longer perceived as a Premium brand but its competitors were.
When I started as Corporate Director of Marketing and Communications at Yanbal Internacional, the goal was clear: to rebuild Unique’s image and position it at the highest level of the competition. We achieved this through a new strategy focused on launching premium products of very high quality and at the same time, relaunching the Yanbal-Unique brand to re-establish ourselves in the beauty industry. For this, we developed a line of facial treatment creams in the United States that are as good as the best in the international market. We call it Sentiva Elixir de Vida, a line of luxury creams with anti-aging treatment with restorative complexes.
We launched this new line of products with its own advertising. More importantly, we relaunched the Yanbal-Unique brand umbrella, positioning it as the best quality brand in beauty products. We did massive brand campaigns that had never been done before in the 8 countries where we were present at that time and the rest was history.
We managed to elevate the brand in such a way that today, Unique is the beauty brand with the largest participation in the Peruvian market and one of the leading multinational beauty companies in Peru.