Building Cent Pur Cent’s Brand Awareness in the Netherlands via a community 

To boost brand awareness and establish the Cent Pur Cent brand in the Netherlands, we’ve built a dedicated brand community.

Why?
In a highly competitive industry like beauty, standing out through advertising is tough. Cent Pur Cent’s products are of such high quality that encouraging women to experience them firsthand—through trial—is the most effective way to attract new fans and grow the brand in the Netherlands.

The Approach

• • Community and PR Strategy
    After conducting extensive market research we developed a tailored community and PR strategy, aligned with Cent Pur Cent’s objectives. This included defining the profile of the ideal Cent Pur Cent Ambassador in the Netherlands.

• • Search & Selection
    After research we identified true brand fans and carefully selected 75 of the most motivated ambassadors, based on their profiles and enthusiasm for the brand. Since Cent Pur Cent didn’t yet have a CRM base in the Netherlands, the community started with the high potential House of Treats community members.

• • Guidelines
    To ensure (brand) consistency, we created customized guidelines for the ambassadors, helping them to get to know the brand and providing all the assets they needed to share their experience.

• • Kick-Off Event
    We hosted a launch event with all ambassadors. During the event, they were inspired by Founder Caroline Rigo, learned more about Cent Pur Cent, and discovered what it means to be a brand ambassador. Next to that, we invited beauty journalists to introduce the CPC brand and its mission.

• • Ongoing management
    Through constant dialogue, co-creation, regional events and feedback we make sure the group stays engaged and motivated to promote the brand amongst their close network.

Results (so far)

With the support of our fans and strategic PR, we have established Cent pur Cent as the leading brand in mineral makeup—all without any media investments.

We launched in September 2024 with a dedicated group of ambassadors, which organically grew to over 100 by early 2025. Throughout this time, we hosted workshops and regional events in key cities across the Netherlands, effectively engaging our ideal target audience. Our members have actively shared content, generating a significant amount of user-generated content. In March 2025, the first brand campaign will be launched, featuring eight ambassadors.

PR

In addition, we secured 50+ features in top-tier media, solidifying Cent pur Cent’s reputation as the leading brand for mineral makeup.

About House of Treats & Communities

Real impact starts with real people. Consumers are craving authenticity. Real voices sharing genuine stories and experiences.

We specialize in identifying and activating real people to bring brand stories to life. Dedicated individuals that truly embody the brand. Creating genuine, lasting, and impactful connections.

Power of our community

House of Treats has a carefully curated global community of early adopters, they are trend and culture conscious. Frontrunners in the GenZ and Millennial audiences who are difficult to reach – let alone understand.

By matching members to brands, based on their shared DNA, we build strong connections with community members. They become brand ambassadors for life and help brands to grow awareness and brand love.

Do you want to get in touch directly, call +31 20 – 2442393 or mail fleur@houseoftreats.nl

More about our collab with Cent Pur Cent 

Read more about Cent Pur Cent & House of Treats in Marketing Tribune.