Photos of products from the letu.ru
Introduction
«Secrets of Siberian Granny» is a Russian cosmetics brand that creates comfort and care through the image of a wise grandmother. She shares her knowledge of herbs, natural recipes, and beauty routines. The brand is part of Natura Siberica but has its own unique identity.
Unlike modern and technologically advanced brands, «Secrets of Siberian Granny» is based on humanity, simplicity, and honesty. The packaging tells a story: a portrait of a grandmother, herbal ornaments, handwritten fonts, and references to «granny’s recipes.»
The brand intentionally is not perfect or sterile, which makes it authentic. It does not promise eternal youth or Hollywood beauty. «Secrets of Siberian Granny» offer acceptance, comfort, and joy in everyday life.
The brand’s main idea is: «Honest, kind, and affordable natural cosmetics for women tired of complexities and seeking care at home.»
The target audience is women aged 35-55 with varying incomes, living in small towns or residential areas. They value naturalness, trust proven recipes, and approach cosmetics pragmatically but emotionally. They do not follow fashion trends and do not trust loud marketing or chemical compositions.
The brand creator, Andrey Trubnikov described the target audience as follows:
Imagine a middle school teacher, 40 years old, with two lazy kids who are not doing well in school. She herself works hard at school and gives extra lessons, leaving her with no time to take care of her own children. Her husband is an alcoholic. She comes home with heavy grocery bags, exhausted, her husband is drunk again, the kids are disobedient and haven’t done anything. She hides in the bathroom, wanting to cry. She sits down, sees our little bottles, calms down, smiles. And then she continues with her life.
Natura Siberica
Communication channels
COMMUNICATION ECOSYSTEM
The communication ecosystem of the «Secrets of Siberian Granny» brand is built on a contradiction: the recognizable corporate identity is not controlled in various contexts of use. The official website, packaging, and Telegram channel convey the brand image created by the company. However, retailers, marketplaces, reviews, and influencers add their own interpretations, which the brand cannot fully control. This is particularly important for «Secrets of Siberian Granny,» as the brand’s identity is based on the image of a fictional character who symbolizes care, experience, and traditional knowledge.
OFFICIAL WEBSITE
The «Secrets of Siberian Granny» website is a key digital platform for the brand, and it is part of the larger Natura Siberica ecosystem. It serves as a catalog and commercial interface, but it does not actively promote the brand’s messages about natural care and cultural continuity through its homepage. The only way to see these messages is through the promotional photos of the products themselves. However, even the «Learn more about the brand» page is currently unavailable.
On the one hand, the website increases brand credibility by linking it to a large corporate system and offers convenient tools for purchasing and comparing products. On the other hand, the consumer sees only a catalog, not communication.
*The photo is taken from the official VK group
Official page of Secrets of Siberian Granny on the Natura Siberica website
SOCIAL MEDIA
The brand has a dedicated Telegram channel and VK channel, @babushka_agafia (the information in them is duplicated). This channels continues the brand’s traditions dedicated to wild herbs and recipes from taiga herbalists. However, its activity and public visibility are modest compared to the brand’s extensive range and strong presence in retail. This indicates a lack of development in the digital aspect of the brand’s identity.
The brand’s creators note that Granny Agafia has an interesting background, but her digital image currently does not play the same communicative role as it does on the packaging. The products remain visible, but Agafya’s active digital persona is less developed, although her character has great potential.
As a result, the connection between the brand and the audience remains symbolic rather than dialogic. Consumers recognize the image of the grandmother, but they do not always see her as a constant companion in the digital space.
PR STRATEGY
Grunig proposed several models for communicating with people through the media. Two of these models are suitable for the «Secrets of Siberian Granny» brand: the public information model and the two-way asymmetric model.
The public information model is the most visible on the company’s official website. It provides information about the products, their types, functions, volume, prices, and availability. The website helps the company to promote its products, but it does not encourage active engagement with customers. The primary goal is to make the product range clear and accessible.
To attract attention, the company collaborates with popular people, holds promotions in stores, makes live broadcasts on social media, and interacts with customers through special platforms. Here, communication is more active: customers can leave comments, go to the website, and make purchases.
*Photo from VK and telegram channel
Pictures from VK and Telegram posts
I think it’s offensive to listen to advertisements. I respect our customers, and I don’t want to offend them by constantly saying, 'Buy our cream, it’s the best.'
The founder of the brand, Andrey Trubnikov, refused on principle from television advertising, considering it offensive to the consumer. Here is his exact quote:
Instead, the brand has relied on packaging as the main medium of communication, word of mouth, and the sale of «fairy tales.» Trubnikov himself said: «We invent a fairy tale, and then we sell it to women. Because all cosmetics are basically the same.» At the same time, he emphasized that «Grandma Agafya» is «honest fairy tales — without any mushrooms.»
The brand has grown from a starting capital of $20,000 to a turnover of nearly $20 million without a single traditional advertising video.
Natura Siberica
Theoretical Framework
To understand how the «Secrets of Siberian Granny» brand works, two theories can be used. The first theory is called the narrative paradigm. It explains how the brand creates a story about Granny Agafya, her traditional recipes, natural ingredients, and health care. The second theory is the Expectancy-Value Model (ELM). It shows how people respond to this story, depending on how interesting and important it is for them to learn more about the product.
Natura Siberica
BRAND HISTORY: BRAND AS A STORY
Fisher believes that people often remember information better when it is presented as a story rather than just as facts. The «Secrets of Siberian Granny» brand is based on the fictional character of Granny Agafya as a source of knowledge and trust. This character, created by Andrey Trubnikov, has become a key element of the brand’s strategy, giving it a unique identity and emotional appeal that sets it apart from its competitors.
The brand appeals to people through the image of a grandmother who is like a family member. Andrey Trubnikov, the founder of the brand, has openly stated that his idea is not just about cosmetics, but also about «fairy tales.» He has also acknowledged that Granny Agafya is a fictional character created to provide a sense of support and credibility to the brand’s target audience. Additionally, Trubnikov has revealed in interviews that Agafya has a well-developed backstory, aligning with the principles of Fisher’s theory.
Examples of posts from the VK channel where «Granny Agafya» shares recipes and wisdom
NARRATIVE COHERENCE
The brand story is consistent in style, with constant references to Granny Agafia, natural ingredients, and traditional knowledge. However, due to the wide range of products, there may be visual inconsistencies.
PLOT COHERENCE
The image of Granny Agafia evokes trust through cultural associations with care and wisdom. References to herbs and traditional practices enhance the brand’s credibility as a source of trusted knowledge.
Example of a product card from a marketplace. Illustration of the emphasis on naturalness and «russian soul»
HOW PEOPLE CHOOSE PRODUCTS: TWO WAYS
According to The Elaboration Likelihood Model, people choose products in two ways: by carefully studying information or by relying on cues. This is important to know in order to sell «Secrets of Siberian Granny.» Some customers carefully check the ingredients and reviews, while others pay attention to the packaging, price, or recommendations.
THOROUGH EXAMINATION
If a person carefully studies the information, they want to ensure that the product meets their expectations. For «Secrets of Siberian Granny,» this means checking the naturalness of the ingredients. Consumers need proof of effectiveness and naturalness. The company adds natural elements to the ingredients and packaging.
QUICK DECISION
If a person makes a quick decision, they don’t delve into the details. The «Secrets of Siberian Granny» advertising creates an impression of reliability through the image of Granny Agafya, traditional packaging, and references to natural ingredients. The familiar brand, affordable price, and ratings and reviews from bloggers help people make quick decisions.
An illustration of purity and naturalness
THE INTERACTION BETWEEN THE TWO THEORIES
The two theories explain different aspects of the same communication system. Granny Agafia is both a narrative character and a peripheral authority cue. The idea of a recipe is both part of the brand story and a shortcut suggesting proven knowledge. Natural ingredients function as narrative elements but can also serve as central arguments or peripheral signals depending on how consumers process them. The Narrative Paradigm explains the cultural and emotional meaning of these elements, while the ELM explains how consumers respond to them under different conditions.
Natura Siberica
Analysis
Analyzing the brand’s visual communication specifically, let’s turn to some more theories let’s take a look at the development of this communication over time.
Jungian archetypes (The Everyman / The Caregiver) — the brand embodies a wise, caring «grandmother» figure, not a glossy expert. This builds trust based on warmth and familiarity.
Social Identity Theory (Tajfel & Turner) — communication reinforces an in-group («us» who value natural, honest products) vs. out-group («them» — artificial, corporate beauty brands).
Semiotics — every visual element (herbs, earthy colors, the grandmother’s portrait) signifies naturalness, tradition, and authenticity.
Visual evidence (screenshot description): Ozon product card of the new body butter — white background, clear product shot, grandmother’s portrait as a small icon in the corner. *Source: Ozon / IRecomm
SOCIAL MEDIA RESPONSE (REPUTATION MANAGEMENT)
On IRecommend, a user accused the brand of using «chemicals» (dimethicone). Brand reply (paraphrased): «We understand your concern. Dimethicone is an approved ingredient — it creates a pleasant texture without clogging pores, unlike cheap silicones.» Analysis: No defensive tone. The brand acts like a wise grandmother explaining things kindly. ➡ Classic Caregiver reaction: «Don’t worry, dear, I put it there for your benefit.» This reduces aggression and builds loyalty.
