We speak with Mireia Ferrer, International Marketing Director at Genové, to gain a closer understanding of the evolution of a laboratory with more than 100 years of history that has managed to remain true to its scientific foundation while adapting to an increasingly informed and demanding consumer.
In this interview, she shares how the company has transformed the way it communicates science, making it more accessible and relevant without losing the rigor that defines it. She also highlights the value of real efficacy, supported by scientific studies, and their commitment to nutricosmetics as a complementary way to care for the skin from within.
Name, position and company
Mireia Ferrer, International Marketing Director at Genové.
Tell us about the company you work for. What is its history?
Genové is a laboratory with more than 100 years of history in dermatology, and that already says a lot about who we are: a company that has evolved without losing its essence.
We have always worked from a scientific foundation, but in recent years we have taken a step further: bringing science closer to the consumer in a clearer, more useful and more real way. Today, this is reflected in our positioning and corporate logo, Genové – supported by science.
We are currently in a very exciting phase, growing internationally and bringing our solutions to different markets, while maintaining something very important for us: developing products that truly work.
What does your day-to-day role involve?
My day-to-day is very dynamic and, above all, highly cross-functional.
I work by connecting teams, markets and perspectives. From global strategy to how a message is adapted in each country, always with one idea in mind: that what we do must make sense for the consumer.
I collaborate with subsidiaries and local teams to ensure consistency, but also to listen and adapt. Because a global brand only works if it is able to be relevant at a local level.
Ultimately, my role is to drive the development of innovations and solutions that respond to real consumer needs, translating science into something people understand, value and want to incorporate into their lives.
What is your key differentiating value?
If I had to sum it up in one idea, it would be that we develop products that truly deliver on their promises.
We have studies, many of them published in high-impact scientific journals, that support the efficacy and effectiveness of our solutions. This gives us both the confidence —and the responsibility— to offer real results.
We believe in efficacy through every possible approach. That is why we are committed to nutricosmetics, as it allows us to act from within, where many issues begin.
And something essential: we make the effort to explain it in a simple and understandable way. Because science only has value if it is understood.
And it only makes sense if it delivers real results in people’s lives.
What challenges do you foresee in the coming years?
The main challenge is to continue growing without losing what makes us different.
There is more information, more brands and more noise than ever, and consumers are more demanding than ever. They are no longer looking for promises, but for results that meet their expectations.
The biggest challenge —and also the greatest opportunity— lies in being honest, rigorous and relevant. In guiding consumers with clarity and criteria.
At an international level, it is about finding the balance between a clear global strategy and the ability to adapt to each market.
What does being part of the Beauty Cluster bring you?
For us, it is a way to stay connected to the industry, to learn and also to share.
It is a space where things happen, where interesting conversations emerge, and where you can gain a broader view of where the industry is heading.
On a personal level, it is very enriching to share experiences with other professionals who are facing similar challenges.
How did you enter the beauty sector?
I entered quite naturally, always very close to dermatology and science.
What made me stay was realizing the real impact of what we do on people. We are not just talking about skin or hair, but about how someone feels when they look in the mirror. And that has great value.
How would you define beauty?
For me, beauty is confidence and feeling comfortable in your own skin.
It is not about chasing unattainable standards of perfection, but about health and naturalness. Today, beauty is also knowledge: understanding what you use and why you use it in order to make informed choices.
Any hobbies or passions?
Many, but if I had to choose one, I would say curiosity is one of the things that defines me the most.
I enjoy understanding, learning and questioning, both professionally and personally.
I also highly value moments of disconnection, as they allow me to return with greater perspective.
Business is based on…
Trust. And as we always say at Genové, trust is the result of consistency: doing things well, with rigor and ethics, again and again over time.
