Cohn&Jansen Creative Network launches the BIPA brand in Romania

Cohn&Jansen Creative Network is the agency behind the launch of the BIPA brand on the Romanian market and will coordinate its communication in the coming years. The partnership was won following a tender and marks the entry of one of the best-known drugstore brands in Central and Eastern Europe on the local market.

“We are delighted that such an iconic brand outside the country has placed its trust in us for its local launch. We are also excited to have the opportunity to explore and discover a new and rapidly growing retail segment. Even during the bidding process, we felt that we had a common understanding and shared ambitions with the BIPA team, and our goal is to turn this brand into one that is loved by as many Romanians as possible in the years to come,” says Diana Crâșmariu, General Manager of Cohn&Jansen.

The launch campaign is built around the “Free your beauty” communication platform, an open invitation to explore beauty in all its forms. The message stems from BIPA’s philosophy: beauty is not a standard, but a personal territory, accessible and relevant to every type of consumer.

“The ‘Free your beauty’ platform speaks about the freedom to express yourself, to experiment, and to define your own relationship with beauty, without constraints or labels. It is an approach that positions BIPA as a friendly, open, accessible brand that is connected to people’s everyday reality.

We wanted a campaign that was honest and easily recognizable, without exaggerated promises. BIPA is an accessible brand with a varied and relevant offering, and the communication had to reflect exactly that: beauty as a personal experience, not as an imposed ideal,” says Mihai Fetcu, Creative Director at Cohn&Jansen.

The launch in Romania is part of the BIPA brand’s regional expansion strategy, and the campaign developed by Cohn&Jansen Creative Network will be present in multiple communication channels, adapted to the local context and the Romanian audience.

“Romania is a key market in BIPA’s regional expansion, and we are excited to officially bring the brand closer to consumers here. With #FreeYourBeauty, our goal is to build a brand that feels friendly, relevant and truly connected to everyday life,” says Martin Gaber, CEO BIPA Romania.

“The launch campaign reflects exactly what BIPA stands for: freedom of expression, authenticity and accessibility. Through #FreeYourBeauty, we aim to create a simple, relatable and consistent brand presence that connects with Romanian consumers,” says Dana Matei, Marketing Team Lead at BIPA Romania.

The team that participated in the development of the communication platform consists of the BIPA team: Martin Gaber – CEO, Dana Matei – Marketing Manager, Alina Ene – Digital Marketing Specialist, Alice Klein – Marketing Specialist, and the Cohn&Jansen team: Miriam Cioran – Group Account Director, Alexandra Mîinea – Account Manager, Arina Stoenică – Client Service Director, Mihai Fetcu – Creative Director, Laura Leonte – Group Creative Director, Diana Voinea – Senior Copywriter, Cătălin Grigore – Senior Art Director, Diana Dobrin – Senior Copywriter, Eduard Cîrstea – Senior Art Director, Simina Leotescu – Senior Strategist, Diana Crâșmariu – General Manager, Andrei Cohn – Creative Director.

Cohn & Jansen Creative Network is an independent advertising agency with over 20 years of experience in the Romanian market, with consistent performance demonstrated for the agency’s clients and recognized at Romanian and international festivals. It currently ranks third among independent agencies in Europe, according to the Effie Index.