Naturals Cosmetics: Rebranding, Influencer Marketing & Digital PR in the CIS Market

📲 Instagram Growth & Visual Transformation

One of the cornerstones of the brand's digital strategy was the Instagram rebranding, where Viktoriia developed a new content aesthetic and strategic content plan.

• Follower Growth: from 1,815 to over 12,300+ followers

• Visual Overhaul: complete redesign of the grid layout, improved branding consistency, product storytelling, and customer engagement via interactive content

• Result: stronger engagement rates, improved brand authority, and a more professional online presence

🤝 Influencer Marketing: Strategic Collaborations & 400K+ Reach

By building strong connections with lifestyle and eco-beauty influencers, Viktoriia successfully created high-value exposure at minimal cost.

• 30+ collaborations on barter terms (no paid placements)

• Included influencers: @howtosasha, @tati_vk, @avocadosasha, @alya_samokhina, @valentinazelyaeva, @salatshop, @alona_eco

• Estimated total reach: over 400,000 views via stories, posts, and giveaways

This strategy allowed Naturals Cosmetics to organically build social proof and tap into highly relevant niche audiences.

📰 Digital PR & Beauty Media Features

Naturals Cosmetics was successfully featured in leading beauty media, thanks to a carefully planned digital PR campaign. Viktoriia secured editorial placements and founder interviews in respected publications:

Featured in:

• Cosmopolitan.ru

• L’Officiel Russia

• Wonderzine

• Elle Ukraine

• The Blueprint

• Salatshop.ru

• Greenoteka

• MyHandbook

• Yourom

These press appearances established brand credibility, strengthened SEO through backlinks, and positioned founder Vita Ratmanova as a thought leader in clean beauty.

"Digital PR efforts also led to expert commentary placements in trending skincare articles, bringing trust and professional recognition to the brand."

📸 Product Photography & Visual Branding

Viktoriia produced original visual assets for the brand, working hand-in-hand with a photographer:

• Conceptualized shoot styling & mood boards

• Managed production budget

• Created lifestyle imagery and product close-ups suitable for e-commerce, ads, and media

These visuals elevated the brand’s visual identity and enhanced consistency across platforms.

💬 Customer Support & Sales

In addition to brand and content strategy, Viktoriia supported:

• 1-on-1 consultations to help customers choose the right product based on skin type

• Direct product sales using a personal discount code

• Personalized skincare recommendations via DMs and comments

This hands-on support contributed to increased retention and positive feedback from the brand’s growing audience.

🧪 Results in Summary

✅ Increased Instagram followers by 6X
✅ Grew influencer network and earned 400,000+ impressions
✅ Secured 10+ PR placements in top-tier publications
✅ Led rebranding, customer care, and creative direction
✅ Boosted brand trust, visibility, and organic reach

🚀 From Niche to Noteworthy: Brand Impact Across Channels

The Naturals Cosmetics project is a powerful example of how a brand can grow organically through a smart blend of aesthetic storytelling, influencer collaboration, and authentic engagement. Viktoriia Petrova’s approach was both creative and strategic — turning an under-the-radar eco-beauty brand into a media-visible name with a loyal customer base.