Mumbai: In a world dominated by synthetic and lab-generated products, the timeless wisdom of our ancestors guides us back to nature’s remedies. As our parents and grandparents have often reminded us, ‘Herbal products have been the cornerstone of skincare for generations.’ Embracing this heritage, Jovees Herbal has carved a niche in today’s market, centering its marketing strategy around the essence of ‘Herbal.’ Amidst India’s vibrant festive seasons, skincare transcends luxury to become a cherished ritual. From the radiant glow of Diwali to the warmth of Christmas, skincare intertwines with traditions of self-care and gifting.
For Jovees Herbal, a leader in herbal skincare, these celebrations offer unique opportunities to innovate and connect with customers. Vice president of marketing and e-commerce, Rakhi Sharma shares insights with Indian television dot com, about the brand’s strategies to thrive in a competitive market.
Inside Jovees Herbal’s festive playbook and global strategies
How does Jovees Herbal adapt its marketing strategies during the festive season?
Skincare is a year-round priority for consumers,” begins Rakhi Sharma. “But festivals like Diwali and Christmas bring a heightened demand for value-driven offerings, such as festive combos and bulk-buy options. Customers seek not only quality skincare for themselves but also thoughtful gifting solutions.
Jovees capitalises on this trend by curating special festive bundles and limited-edition packaging that resonate with the festive spirit. Our Diwali campaigns featuring exclusive product bundles achieved remarkable success. Not only did these boost customer engagement, but they also led to higher order values. For Christmas, we’ll follow a similar strategy with curated gift sets and tiered discounts that incentivise larger purchases.
Can you share examples of successful festive campaigns and their outcomes?
In past Diwali campaigns, we bundled our top-performing products into exclusive packages adorned with festive-themed packaging. These bundles exceeded expectations, driving both sales growth and customer satisfaction. The limited-edition designs added an element of joy for customers seeking memorable gifts. The results? Higher order volumes, repeat purchases, and a stronger emotional connection with our brand.
Do you observe a shift in consumer preferences or purchase behaviour during festive seasons?
Absolutely. Customers gravitate towards bigger packs, bundle deals, and gifting options. It’s a marked shift from their usual buying patterns, and we tailor our offerings accordingly.
What are the primary metrics Jovees Herbal focuses on to measure marketing success in international markets?
We measure success through key indicators like sales growth, ROAS, customer acquisition, and engagement rates. Each country presents unique skincare needs. For example, sunscreens and acne-prevention products dominate in regions like the Middle East and Sri Lanka due to the climate, whereas moisturisers and hydration products are popular in colder regions like Russia. This localised approach has delivered consistent growth in diverse markets.
What challenges does the herbal skincare industry face today?
The Indian herbal skincare market, valued at $4 billion, is rapidly growing, but it faces significant challenges. Chief among these is the proliferation of brands claiming to be ‘herbal’ without adhering to strict standards, which erodes consumer trust. Jovees has built its reputation over two decades by prioritising authentic formulations over flashy marketing. Our rigorous quality standards and loyal customer base have helped us weather competition and stand out in this crowded market.
How important is sustainability to your consumers? Has it influenced product choices?
Sustainability is crucial for our audience. At Jovees, we’re committed to ethically sourcing ingredients and avoiding harmful chemicals. By offering eco-friendly products, we align with the values of today’s environmentally conscious consumers.
How has digital transformation reshaped Jovees Herbal’s e-commerce approach?
Digital transformation has been a game-changer. Our online presence spans platforms like Amazon, Flipkart, Nykaa, and our own website. Data-driven marketing on Instagram, Facebook, and Google Ads has enhanced engagement and conversion rates. The integration of technology into supply chain and inventory management, ensuring product availability across channels. This balance of online growth and offline retail presence has broadened our reach and strengthened customer loyalty.
What role do celebrity partnerships play in Jovees’ marketing strategies?
While celebrity endorsements can amplify visibility, we’ve found that authenticity resonates more with today’s customers. Our focus is on genuine partnerships, where creators use and review our products based on real experiences. This builds trust and credibility, which are more effective than traditional endorsements.
How has Jovees adapted to the demand for transparency and natural ingredients?
Transparency is at the heart of our brand,” Sharma affirms. We clearly communicate the natural ingredients in our products and avoid harmful chemicals. This commitment to authenticity and quality has helped us meet the rising demand for personalised, safe skincare solutions.
Are there any upcoming launches or campaigns you can share?
We’re excited to expand our hydration and hair care categories. Our R&D team is working to ensure these products meet the high standards our customers expect. Additionally, we’re broadening our presence across more digital platforms to stay connected with our growing audience.
Jovees Herbal’s marketing approach is a masterclass in balancing tradition with innovation. From festive campaigns to global strategies, the brand continues to adapt to changing consumer preferences while staying true to its roots in authenticity and quality. As the herbal skincare market evolves, Jovees remains a trusted name, embodying sustainability, transparency, and customer-centric values.
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