Connect with us

Executive Voice

How Fiera Cosmetics is Building a Brand Based on Realistic Beauty and Customer Needs

The cosmetic industry is booming (and has been). According to a study through OnePoll by Groupon, the average woman spends $3,756 per year on her appearance, which can add up to over $225,000 in her lifetime. Put into perspective, this means that with the amount women spend on cosmetics, they could have allocated to pay for four years of college tuition.

From a financial standpoint, this looks like a massive opportunity to cosmetics companies. They’ve tried plentiful tricks and gimmicks to promise an even more youthful, glowy, or gorgeous appearance to the many women who purchase their products. But, in turn, this has created a toxicity that breeds constant insecurity amongst women. It’s perpetuated in magazine images, advertisements, and movies – and it doesn’t just impact the women who are making the purchases.

 It’s impacting young girls who are also presented with the images, leading to heartbreaking statistics such as those presented in the documentary Miss Representation: “53% of 12-year-old girls feel unhappy with their bodies, 78% of 17-year-old girls feel unhappy with their bodies and 65% of women and girls have an eating disorder.”

On the flip side of its impact on preteens and teens is its impact on women approaching the over 60 age bracket. It’s been long said that aging women frequently feel ‘invisible’ due to their age. This is due in part to the self-objectification that’s occurring from the messages and images propagated by beauty companies: the American Psychological Association stated that women have come to see themselves as objects due to the ever present fixture on their looks. Once these looks fade, it can be an isolating and crushing experience for older women. 

Fiera Cosmetics

Enter Fiera Cosmetics: one of the only makeup brands created for women over sixty. They’re disrupting the makeup and beauty industry by creating products specifically designed for older skin types – a far cry from the majority of makeup on the market today. Most makeup brands create products for youthful skin, and bolster the advertising with images of stunning, young models in their 20’s. However, this type of advertising is cyclical and destructive. It promises a near-impossible standard of beauty (oftentimes, absolutely impossible due to photoshopping) that keeps women purchasing in a futile effort to match the images. 

Fiera Cosmetics instead features models who actually look like their target customers. Kate Duff, Fiera’s brand coordinator, shared that all of their models are actually in the 50-80 age demographic. “It’s important to us that our website shows images of real women, who aren’t photo-shopped,” she explained. 

A New Form of Marketing: Rooted in Customer Needs

To match the superficial nature of most beauty products, their marketing forms can be superficial, too: paying top dollar to big name retailers for shelf space and cozying up to executives to contribute to the false allure of brand popularity. Rooted in authenticity, Fiera Cosmetics has gone about marketing in a totally different way: they primariy do word-of-mouth marketing through their online reviews. This puts the onus on the customer – which means the real onus is on Fiera to make cosmetic products worth gushing about. 

“We let our customer reviews do our selling for us,” Duff explained. “This is the most effective form, because it’s simply positive online word of mouth brand promotion. We firmly believe in giving people something they love and letting it grow naturally.” 

It’s not hard to spur word-of-mouth marketing when a product does exactly what it says it does. In Fiera’s case, this is providing ultimate coverage and a blurring effect through their top seller, their anti-aging concealer. Many makeup product formulas actually enhance the appearance of fine lines and wrinkles – but Fiera’s expertly formulated concealer makes them nearly invisible. They just launched a new neck cream that does the same.

Instead of investing in television or retail ad sales, they put their money right back into two main sources: the first is into their own makeup products. “All our money goes into making the best possible products for women,” said Duff. The second source is their partnership with Second Harvest. “For every unit of makeup we sell, we provide the funding to feed someone in need,” said Duff. Last month alone, they provided north of 9,300 meals.

Fiera is onto something – they promote realistic beauty, they’re oriented in meeting their customer’s needs, and they do it with a focus on impact. Because of their products and their approach, they’re breathing fresh air into a toxic beauty industry, by encouraging women of all ages to own their authentic beauty.


Join Disrupt Magazine

Become A Disrupt Contributor

Most Disruptive

Executive Voice2 months ago

Kerwin Rae Shares How He Has Helped Over 100,000 Entrepreneurs Succeed and Grow

Kerwin Rae is Australia’s leading business strategist and high performance specialist helping over 100,000 businesses, in 154 different industries, throughout 11...

Politics3 months ago

Brock Pierce Wants To Disrupt The Two Party System And Be Your Next President

We don’t usually cover politics much here at Disrupt, but when Crypto billionaire and friend of the show, Brock Pierce...

Business5 months ago

John Mcafee – Predictions For The Future

John McAfee is a world-famous tech CEO, computer scientist, civil disobedience activist, privacy advocate, and pioneer of the commercial anti-virus...

Finance6 months ago

Gaby Wall Street – Teaching Latinas to Thrive During The Crisis

It’s no secret we are facing one of the most challenging financial times of the last few decades as we...

Entrepreneurship6 months ago

Tony Delgado – The #1 Entrepreneurship Movement In Puerto Rico

Puerto Rican online market is in constant progress. With many entrepreneurs who are coming here to start a business, it...

Entrepreneurship8 months ago

Elena Cardone – The 10X Ladies Conference Is Declaring 2020 The Decade For Women

The next ten years are meant for women to continue growing their potential and succeeding in multiple areas, including business....

Marketing1 year ago

How Josh Elizetxe Built Snow Into a $40 Million Dollar Business

There is nothing quite like an entrepreneur’s determination when starting a business. That’s my original quote by the way (pun...

Entrepreneurship1 year ago

How Jason Capital Became A Self Made Millionaire By 24

Have you ever wanted to earn the respect of everyone who ever looked down on you at some point in...

Entrepreneurship1 year ago

Sam Bakhtiar On His Way To A Quarter Billion

Dr. Saman Bakhtiar, who prefers being referred as Sam, lives in an 8200 square foot $5.2 million house, Sam is...


Copyright © 2020 Disrupt Magazine

The Disrupt Magazine & Podcast tells the stories of the world top entrepreneurs, developers, creators, and digital marketers and help empower them to teach others the skills they used to grow their careers, chase their passions and create financial freedom for themselves, their families, and their lives, all while living out their true purpose. We recognize the fact that most young people are opting to skip college in exchange for entrepreneurship and real-life experience. This Podcast was designed to give them a taste of that.