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Pour Moi Skincare: a climate-based brand with a content-based strategy

By Deanna Utroske

- Last updated on GMT

At Cosmoprof North America last week, Molly Nover-Baker, beauty director at Pour Moi Skincare, sat down with Cosmetics Design editor Deanna Utroske to discuss the brand’s content-forward approach, the importance of accessible consumer education, upcoming product launches, and more.

Cosmetics Design readers and viewers are already acquainted with Pour Moi: the brand first appeared on this site when and it was singled out as a brand-not-to-miss at IBE NYC 2017​. Then Pour Moi made an appearance on the weekly Indie Beauty Profile column: here​! And earlier this summer, Pour Moi founder Ulli Haslacher spoke with editor Deanna Utroske at the CPNA preview event in New York City​.

Cosmetics Design caught up with the brand again at Cosmoprof North America.

Molly Nover-Baker, beauty director at Pour Moi Skincare introduced her role with Pour Moi by saying, “I spent quite a bit of time talking to real women at Women’s Health, and Cosmo, and Cosmo Girl…I have that ability to educate women in a way that is approachable.”

Now, Nover-Baker specializes in branded content: “We have what what’s called the Beauty Forecast blog,”​ she tells Utroske. “It is in on our website…but you can also go to our Facebook page; a lot of our stories are relinked there. And then we’re also doing a lot of new digital marketing…ads that you may see pop up in some of your social media feeds are using some of our content.”

Nover-Baker has taken on a role with Pour Moi that extends beyond the written word; she is the brand’s spokesperson, addressing consumers directly on Today’s Shopping Chanel in Canada and actively pitching Pour Moi  / auditioning for further TV retail opportunities.

Watch the full video interview above to find out more about Pour Moi’s branded content strategy and what is coming next from the first climate-smart skin care maker.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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