After its debut at Cosmoprof, The B-Skin project has evolved into a touring format also landed at Netcomm Forum and al Cosmofarma Exhibition.

Two contexts that are very different from each other, digital commerce and pharma, but united by the same need to build relevant relationships in an increasingly fragmented, competitive, and data-driven ecosystem.

The tour allowed us to bring the model “from product to relationship” beyond the beauty sector, showing how physical experience, customer knowledge, and digital activation can integrate in different fields while maintaining the underlying principle: transforming every contact moment into a continuous learning system.

FROM BEAUTY TO PHARMA: AN ADAPTABLE MODEL

With B-Skin, we used a physical object – a cream developed together with Eterea Cosmesi Naturale – as a narrative lever to make a strategic approach tangible.

Just as a skincare formulation works through specific active ingredients, brand growth also comes from the ability to combine relationships, data, advertising, and continuous optimization.

The project, initially conceived as a case study in the beauty sector, was reinterpreted during Netcomm and Cosmofarma to demonstrate how the same principles can be applied to retail, pharmacy, and healthcare contexts.

The model does not change. Only the context in which it is activated changes.

A NEW INVESTMENT MODEL

For years, one of the central questions in marketing has been:

“What's the average purchase amount needed to be visible?”

Today the paradigm is shifting.

The theme is no longer just increasing reach, but understanding how many relationships a brand can transform into proprietary data to build a consumer-centric, scalable model capable of making advertising more profitable over time.

In this scenario, value shifts towards models that combine proprietary visibility and knowledge, and investments focus on building distinctive assets.

• experiences
• relationships
• first-party data

elements capable of making each subsequent activation more effective and relevant.

Advertising remains indispensable for ensuring presence and message distribution, but it increasingly tends to function as a commoditynecessary to be present, but not sufficient on its own to build differentiation.

FROM THE EVENT TO THE RELATIONSHIP SYSTEM

In this view, during the tour, the exhibition spaces were designed as interactive environments and not just as exhibition areas.

Masterclasses, consulting moments, and guided conversations have transformed direct contact into an opportunity to understand needs, gather insights, and activate deeper relationships.

Physical experience therefore no longer represents an isolated episode but becomes the beginning of a broader process in which data, AI, and advertising work complementarily.

The relationship generates knowledge and knowledge makes subsequent activations more effective.

The Workshop based at the Netcomm Forum

These topics were also explored during the Based workshop at the Netcomm Forum:
“From Product to Relationship: The New Growth Model for Beauty Brands”

An intervention dedicated to the evolution of customer engagement in a context of saturated digital channels and rising media costs, where the construction of first-party data and proprietary relationships becomes increasingly central.

Watch the full speech video:

A model that keeps evolving

The tour with B-Skin confirmed a change we are observing with increasing clarity: brand growth no longer depends solely on the ability to gain visibility, but on the capacity to build integrated systems where experience, relationships, data, and technology work together over time.

This is why we continue to design experiences capable of transforming direct contact into real value and actionable knowledge.