What we were asked to do
Anubis Barcelona is a Spanish professional cosmetics brand, with products for both everyday consumers and beauty specialists. The job: make it relevant in Romania while keeping its international identity.
The challenge
In Romania, the challenge was twofold: relatively low brand awareness, plus two audiences with very different reasons to buy. Consumers needed a simple answer to why the products are worth trying and what they actually do. Beauticians and other professionals needed communication that supports trust, product efficacy and relevance to their daily work.
Our approach
We started from the products' benefits and turned them into different messages for each audience.
For consumers (B2C)
- Concrete skin concerns and needs
- Benefits explained in plain language
- Differentiators that matter to Romanian consumers
- Everyday moments when the products are used, plus trends
- Trust in a professional European brand
For beauty professionals (B2B)
- Benefits relevant to a beautician's work
- Integrating the products into professional treatments
- The experience of specialists who already work with Anubis
- Education on products and protocols
- Promoting workshops and professional meetups
One important angle: the products have been tested and used in Romania, a local reference point in a market where consumers meet plenty of international products without that local validation. The brand keeps one coherent identity; only the sales arguments change with the audience.
The Madrid–Bucharest advantage
Tailored Media works in both Madrid and Bucharest, and this project let us use that perspective directly. We understand the context and positioning of a Spanish brand, and how it needs to be presented to matter in Romania: we keep the brand's international identity and turn it into communication that's relevant for Romanian consumers and professionals.
From social media to real-life experiences
The communication didn't stop at the products. We also used social media to promote Anubis workshops, connecting the brand's digital presence with offline experiences and its direct relationship with beauty professionals. Social media isn't treated as an isolated channel, but as one part of a bigger brand ecosystem.
Three things that made the difference
What came out of it
April–August 2026
Who did what
The next fitting
Next, we're bringing even more social proof, real experiences and direct contact with the audience into Anubis' communication:
- From social media to the street: outdoor, social-first formats, including interviews and activations in public spaces, that turn skincare conversations into spontaneous, shareable content. The goal is for the brand not just to talk about consumers, but to actually join the conversation with them.
- Content created by professionals: a steady UGC-style series made with beauticians who use and recommend Anubis products, so the benefits come from the people who work with them every day, not only from the brand.
- Growing the brand in Romania: over time, building from awareness to trust, professional validation and demand for both products and workshops.
