I led the go-to-market and rebranding of a complex B2B beauty tech product, turning scientific capabilities into business outcomes and international visibility.
- Role: Chief Marketing Officer (CMO)
- Results: +300% organic traffic, +86% revenue, featured in Science Magazine and selected for LVMH acceleration program.
- Customers and partners including: L’Oréal, Chanel, Yves Rocher, Toppan (Japan), Meta
The challenge
Cydolia is a startup operating in a category where complex technologies often struggle to be understood and become the market reference. The product, 3D scanning systems and skin analysis software, helps brands prove product claims and create consumer visuals. While we were adopted as the technical reference by our customers, new acquisition was slowed down by the “technical wall.” We had two main challenges:
- Turn a niche, technical product into a clear, credible, and strategic offer for global beauty brands.
- Build a go-to-market narrative that bridges the gap between scientific precision and business value for R&D, Innovation, and Marketing stakeholders.
What I built
Repositioning: from tech tool to strategic partner
- Shifted positioning from “3D scanning system” to “the bridge between marketing and science in cosmetics.” This helped decision-makers focus on business value rather than just technical specs.
- Created a messaging framework covering value propositions for different stakeholders (R&D, marketing, innovation), use cases tied to ROI, and competitive differentiation.
- Directed the brand book development with marketing teams and freelancers, including visual identity, logo, videos, and high-impact sales decks.
Google Ads campaigns and analytics tracking
- Set up Google Ads campaigns targeting cosmetics R&D decision-makers and innovation teams across Europe, US, and APAC. Focused on high-intent keywords (product claims validation, 3D skin analysis, cosmetics testing technology).
- Implemented a full conversion tracking ecosystem in GA4 to measure lead quality and campaign ROI from first-touch to attribution.
- Managed monthly ad spend and optimized campaigns based on performance data (CTR, conversion rate, and cost per acquisition).
Result: Generated a predictable pipeline of qualified B2B leads with measurable attribution, directly supporting sales team outreach.
Website rebuild in WordPress
- Rebuilt the entire digital presence from scratch. Designed structure and wireframes, wrote high-conversion copy, and developed in WordPress for maximum flexibility.
- Designed persona-specific landing pages for R&D teams and Marketing directors to improve message relevance and lead conversion.
- Technical stack: WordPress + Elementor, SEO optimized from launch (Google Search Console, Semrush), and GA4 for precise lead attribution.
Result: Organic traffic grew by 300% over 18 months through strategic content and technical SEO.
PR strategy and media coverage
- Designed a PR campaign to build institutional credibility. Created story angles linking technology to industry trends like transparency and digital transformation in beauty.
- Secured high-authority coverage in Science Magazine (feature with Lancôme), Cosmetics Business, and Cosmetic Design.
- Authored and published a gated white paper on 3D tech in cosmetics marketing, which became a key lead generation asset.
International outreach and sales support
- Built the international outreach strategy and supported the sales team with target account lists, localized sales decks, and trade show presence.
- Japan Market Entry: Spent one year on-ground in Tokyo developing local partnerships, localizing the value proposition.
- Coordinated with technical teams to align messaging, handle complex objections, and close deals with global leaders.
Result: Expanded the client portfolio to include L’Oréal brands (Lancôme, La Roche-Posay), Chanel, Yves Rocher, Medik8, and major APAC partnerships.
Special thanks
Romain Astolfi, Stéphane Davi, Delphine Espiasse, Frédéric Flament, Cédric Guiard, Nina Le Nogues, Noémie Lin, Matthieu Mignot, Jade Hyun Park, Clémence Perlin, Romain Reinert, Aurélie Scour, Noémie Signorel, Miguel Soudjay, Shu Tanabe
