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Category: Marketing

  • How to use visual content format to create a long-term connect and impact with your audience

    How to use visual content format to create a long-term connect and impact with your audience

    Mumbai: First things first. Be honest to your audience and the craft. Visual content has the power to instantly grab our attention and convey messages that words simply can’t. Whether it’s an eye-catching graphic, an engaging video, or a stunning photo, visual content has become a vital component of modern marketing. With the rise of social media and the increasing availability of visual content creation tools, businesses of all sizes now can reach a wider audience and build stronger connections with their customers through the power of visuals. From creating brand awareness to boosting engagement and driving sales, incorporating visual content into your marketing strategy assists in forging long-term connections and influencing the target audience.

    The importance of visual content

    Visual content significantly elevates your marketing strategy by capturing attention, simplifying complex information, and evoking emotions. In an era inundated with information, visuals like images and videos stand out, increasing the likelihood of converting viewers into customers. It enhances brand recall by leveraging the human tendency to remember visuals better than text. Moreover, visual storytelling, particularly through videos, offers a compelling and immersive experience. Ultimately, integrating visual elements into your marketing efforts not only enhances appeal but also effectively delivers your brand’s message to the audience, driving conversions.

    Practices to create visually appealing content

    Consider your audience: Precisely target your audience for an effective strategy. Define the problem you’re solving, identify the audience you’re helping, and establish metrics for measuring engagement. This clarity informs a more impactful and focused strategy.

    Establish your brand: Visual content marketing is about crafting a unique brand story. Establish your brand concretely for a cohesive visual strategy. Consistency is key; for instance, if you’re in retail, maintain content within that space for a more focused appeal. Incorporate your brand’s colours, tone, and style consistently across all platforms to strengthen brand identity and recognition.

    Encourage user-generated content: Amplify your visual content marketing by inspiring user-generated content. Rather than doing all the content creation work on your own, build a community for the niche. Engage your audience through reviews, social media queries, and interactions. It not only creates a community that appreciates your brand but also makes your visual content gain more reach, which, in turn, makes your marketing efforts highly effective.

    Optimise for specific platforms: Tailor your visual content to various social media platforms to optimise visibility. Each social media platform demands specific formats to align with algorithms and gain the most views. Hence, it is essential to embrace vertical formats for enhanced discovery, especially on mobile devices. Businesses targeting these platforms should prioritise vertical framing, increasing the likelihood of impactful engagement and resonating effectively with their audience.

    The power of visual content in marketing!

    Modern marketing is witnessing the rise of visual content, which is an effective strategy for engaging people in new and significant ways. Its ability to draw attention, simplify information, and evoke emotion considerably improves marketing strategies. Through the implementation of optimal methodologies, including understanding the target audience, creating a unified brand identity, and promoting content created by users, companies can establish long-lasting connections and increase conversion rates. A lasting impression on the audience is ensured by further improving visibility through platform-specific visual content optimisation.

    The difference between “just another brand” and “this is the brand for me” lies in how you can convert probable and existing users into brand custodians using the power of genuine interactions using various formats for maximum reach.

    This article has been authored by TRIP creative agency founder Prateek A Sethi

  • Cruise through the urban nightscapes with Casio’s Edifice Nighttime Drive series

    Cruise through the urban nightscapes with Casio’s Edifice Nighttime Drive series

    Mumbai: Casio, the renowned innovator in timepiece technology, proudly announces the latest evolution of its acclaimed Edifice series. Rooted in the dynamic realm of motorsports, the EDIFICE line epitomizes the brand’s core ethos: “Speed and Intelligence”. Each timepiece encapsulates the relentless pursuit of excellence, mirroring the adrenaline-charged essence of high-speed racing. From sleek designs to cutting-edge functionalities, the Edifice series embodies the perfect harmony between speed and intellect, symbolizing Casio’s unwavering commitment to pushing boundaries and redefining horological standards.

    The latest range, Nighttime Drive series embodies a sleek design that mirrors the sleek lines of high-performance racing machines and cutting-edge features engineered to meet the demands of the modern urban adventurer. Tailored for the modern auto-enthusiast, the timepieces in this collection capture the essence of cruising through darkened roadways under the glow of streetlights, epitomizing the allure of nighttime driving.

    The Nighttime Drive Series features two spectacular timepieces: ECB-2000NP-1A and ECB-40NP-1A that are inspired by the mesmerizing ambiance of nighttime city drives and offer a perfect blend of style, innovation, and functionality, making it a must-have accessory for every auto enthusiast. The two timepieces are crafted with blue ion plating and titanium carbide coating. The watch bezels exude a brilliant shine that perfectly complement the sleek silhouette of the watch and features a mesmerizing two-color gradation. This innovative design, a first for EDIFICE, exudes sophistication and elegance, perfectly complementing the modern urban lifestyle.

    The ECB-2000NP-1A timepiece boasts a distinctive design that mirrors the captivating hues of the night sky and urban lights. The bezel features a unique two-color gradation process, transitioning from a deep blue ion plating to a mesmerizing yellow-gold, reminiscent of the city lights at dusk. Priced at Rs 23,995/-, the ECB-2000NP-1A features Tough Solar technology, world time, a stopwatch, a countdown timer, and multiple alarms, ensuring reliable performance.

    Another stellar addition to the Nighttime Drive Series, the ECB-40NP-1A is crafted with blue ion plating and titanium carbide coating. The timepiece is modeled on the configuration of a formula car suspension and boasts a lightweight carbon fiber-reinforced resin case, ensuring optimal comfort and durability for everyday wear. The bezel features a mesmerizing two-color gradation, reminiscent of the night sky above and the glow of city lights below. Priced at Rs 16,995/-, the ECB- 40NP makes for a stylish accessory off-track.

    The Edifice Nighttime Drive series is up for grabs across Casio India stores and offline and online retail partners across the country.  

    Customers can also grab these exclusive timepieces online at:

    https://www.casio.com/in/watches/edifice/product.ECB-2000NP-1A/

    https://www.casio.com/in/watches/edifice/product.ECB-40NP-1A/ 

  • Automobili Lamborghini launches its new corporate look

    Automobili Lamborghini launches its new corporate look

    Mumbai: After more than two decades since the last update, Automobili Lamborghini has renewed its historic logo. The restyling is driven by a new strategy that involves adapting the brand’s visual expression to better reflect the “brave”, “unexpected” and “authentic” values of its mission, namely “Driving Humans Beyond”, a concept that translates into the intention to always go beyond the limits, standards and conventions.

    This evolution is part of the broad transformation process denoted Direzione Cor Tauri, the strategy that embodies Lamborghini’s new trajectory focused on sustainability and decarbonization. The aim is to create a solid pact with future generations, serving as an inspiration and model for innovation and sustainable progress. With this in mind, the House of Sant’Agata Bolognese is implementing changes that involve not only the cars, but the corporate identity as a whole, thus impacting the company’s culture and values, which will also see a new expression in terms of all the visual aspects.

    The new logo unveiled on 28 March and used on all the company’s official channels, is redefined by a broader Lamborghini typeface than its predecessor and by colors that are minimal yet bold. Therefore, black and white are reconfirmed as the primary hues, symbolizing the clear identity of the brand, while yellow, along with the introduction of the gold color, is used as the accent color. This revamped version of the logo becomes an integral part of the company’s distinctive identity and will also be applied on future cars. In addition, the iconic bull in the center of the logo has undergone a major transformation. For the first time, it will exist individually on the company’s digital touchpoints, separated from the classic shield to lend it even greater prominence.

    But the change also extends to all manifestations of the brand. In fact, an official Automobili Lamborghini typeface has been created that echoes the unmistakable lines and angularity of the cars, in line with the style and design of the Sant’Agata Bolognese-based company, and it will be used for the company’s communications. The redesign also includes a new set of icons, developed in collaboration with Lamborghini Centro Stile, that for the first time will be used and shared uniformly across all the digital touchpoints.

    In a rapidly changing context, Automobili Lamborghini looks to the future with a redesigned logo that embodies innovation and determination. It’s a strategic change that perfectly complements the holistic shift outlined by the Direzione Cor Tauri program, marking a new phase in the company’s positioning.

  • Vicks introduces new ‘Vicks Roll-On’

    Vicks introduces new ‘Vicks Roll-On’

    Mumbai: With a legacy of powerful relief and care of over 125 years, Vicks the World’s #1 selling cough and cold brand continues its effort to innovate towards providing superior products that allow families and friends to care for one another.  The brand has announced the launch of the New Vicks Roll-On for fast relief from headaches – it’s 3rd innovation in India over the last 12 months after the launch of Vicks ZzzQuil Natura (from the World’s #1 Sleep Aid Brand) for occasional sleeplessness, and New Vicks VapoRub Steam Pods, its first steam inhalation capsules globally.

    The brand continues to innovate in India.

    Sahil Sethi, Category Leader, Consumer Healthcare, P&G India, “Vicks has helped relieve cough, cold, and flu symptoms for generations of Indians. We stay committed to build on this legacy by always listening to what our consumers need and incorporating these insights across our product formulations and packaging. With our New Vicks Roll-On, we are proud to introduce a fast and on-the-go relief for headaches that often accompany cough and cold symptoms.  Headaches can affect people at any time, causing discomfort and impacting the ability to carry on with daily tasks. Especially designed for our Indian consumers, the new Vicks Roll-On offers Fast Action in just 2 minutes, it comes with a roller ball technology and non-greasy formula that allows for on-the-go headache relief.”

    According to Vicks Research & Development director Dr. Jaspreet Kochhar,   “The New Vicks Roll-On is a superior product formula containing high strength Ayurvedic ingredients like Pudinah (Menthol) and Karpoor (Camphor), formulated to meet the needs of Indian consumers.  It is especially designed to provide swift, effective, and on-the-go solution for those unexpected moments when a headache threatens to derail your day. The packaging is unique with it being the first roll on with a key chain, to provide convenience and portability to solve for those moments when one needs it the most. This roll-on product has a pleasing and well loved Vicks aroma making it useable even when outside home.”

    Vicks launched its latest offering with a quirky ‘Jeb mein Vicks toh sardard fix’ new television commercial showing how a headache could strike at the worst time but you can get a quick fix with new Vicks Roll-on. The protagonist, a scientist, receives good news about his space mission but is unable to show his excitement as he is troubled by his headache. When suggested to use the new Vicks roll on, the scientist gets quick relief from his headache and is able to celebrate the achievement.

    The new consumer friendly Roll-On comes with the classic Vicks key chain to make it easy for consumers to carry the relief they need with them wherever and whenever they need it.

  • Maruti Suzuki spotlights hybrid technology in a new campaign

    Maruti Suzuki spotlights hybrid technology in a new campaign

    Mumbai: Maruti Suzuki India, the automobile manufacturer, announced the launch of its latest brand campaign – ‘IT’S UNBELIEVABLE. IT’S STRONG HYBRID.’  Featuring the advanced Grand Vitara and the extraordinary Invicto, the campaign stems from a simple yet powerful thought: ‘the extraordinary benefits of Strong Hybrid technology’. The campaign has been conceptualised to educate consumers about Maruti Suzuki’s commitment to bring technologies that not only benefit its consumers but also foster a sustainable environment. The campaign demonstrates how Maruti Suzuki Strong Hybrid technology, harmoniously blends electric mobility with an Internal Combustion Engine (ICE), harnessing the power of both under various driving conditions.

    With the ability to be 60 per cent on EV mode under city driving conditions, the technology delivers an eco-friendly and remarkably silent drive experience. Strong Hybrid technology also offers unmatched fuel efficiency providing a range of more than 1200 km in a full tank and significantly lower carbon emissions.

    Commenting on the launch of the new campaign, Maruti Suzuki India Ltd’s senior executive officer, of marketing and sales Shashank Srivastava said, “Strong hybrid vehicles are pivotal in propelling sustainable mobility forward, and our latest campaign is crafted to educate our audiences on the unbelievable benefits this sophisticated technology offers. The surge in demand for strong hybrid technology vehicles, nearly doubling from last year, underscores a growing eco-consciousness among consumers. The increasing demand for sustainable transportation among consumers also translates into Strong Hybrid sales almost matching those of electric vehicles for this financial year. Through this initiative, we endeavour to arm consumers with comprehensive insights into the beneficial attributes of Strong Hybrid vehicles.”

    What sets Strong Hybrid cars apart is the incorporation of regenerative braking technology, a game-changer that converts braking energy into electricity. In suitable conditions, Strong Hybrid technology lets the vehicle seamlessly operate in electric mode, significantly reducing emissions and promoting a cleaner, eco-friendly driving experience, allowing consumers to contribute to a greener, more sustainable future. Not only does the Strong Hybrid technology reduce fuel consumption and tailpipe emissions, but it also instils confidence in long-distance travel, providing peace of mind and convenience.

    The brand campaign kicks off with the unveiling of a captivating TV commercial that encapsulates the essence of driving a Maruti Suzuki Strong Hybrid car. The TVC, broadcasted across various platforms, aims to bring forth the benefits of Strong Hybrid technology, emphasising Maruti Suzuki’s commitment to a sustainable, greener, and more efficient future.

  • BlackZone Mobiles unveils BZ Fold

    BlackZone Mobiles unveils BZ Fold

    Mumbai: BlackZone Mobiles, a pioneering force in the mobile industry, proudly unveils its latest innovation – the BZ Fold. Crafted to redefine the mobile experience, the feature phone, BZ Fold seamlessly merges cutting-edge features with unparalleled convenience, offering users a sophisticated and functional communication solution.

    At the core of the BZ Fold lies its innovative design, showcasing a spacious 2.4-inch screen within a sleek flip phone format. This compact yet robust device effortlessly slips into your pocket, making it the ideal companion for individuals with on-the-go lifestyles. Equipped with a Type-C charger, users can enjoy swift and efficient charging, ensuring uninterrupted connectivity when it matters most.

    The BZ Fold boasts an impressive array of features. These include audio call recording capabilities, allowing users to effortlessly capture every crucial conversation. With expandable memory of up to 32 GB, users have ample space to store photos, videos, and files. Moreover, the built-in 2000 mAh battery ensures extended usage without the need for frequent recharging, while the FM radio feature and MP3 and MP4 player provide entertainment on the move.

    Additionally, the BZ Fold features a built-in torch for illuminating surroundings in low-light conditions. Its high-quality camera, with 2 MP rear camera guarantees stunning photo and video capture capabilities.

    “We are thrilled to introduce the BZ Fold to the market, offering consumers a unique blend of style, functionality, and affordability. BZ Fold is targeted towards consumers who seek the latest mobile features but desire an affordable and dependable product,” stated BlackZone Mobiles managing director Kannav Thukral. “With its innovative design and impressive features, the BZ Fold reflects our commitment to delivering exceptional mobile experiences that enhance everyday life. This product embodies our dedication and years of experience in the Indian market, with one year spent in planning, development, and testing.”

  • Sponsorship vs Influence: Reshaping brand presence during IPL 2024

    Sponsorship vs Influence: Reshaping brand presence during IPL 2024

    Mumbai: The Indian Premier League (IPL) has always been a goldmine for marketers, with its thrilling matches, star-studded teams, and a massive fan base. Traditionally, brands have sought visibility through sponsorship deals, banner ads in stadiums, logo placements on team jerseys, and commercial spots during the broadcast. However, as we approach IPL 2024, there’s a noticeable shift in how brands are choosing to make their presence felt. Influencer marketing is stepping up as a powerful strategy, challenging the traditional sponsorship model. Let’s dive into the evolving landscape with insights to understand how brands, marketers, and agencies can navigate these changes for optimal impact.

    The Shift: From Sponsorship to Influence

    In previous years, IPL sponsorships were the primary strategy for brands seeking visibility. For instance, in 2023, the IPL generated over $1.5 billion in revenue from sponsorships and broadcast rights, attracting an impressive viewership of 450 million across India. However, a closer examination of the data unveils an emerging trend: the growing power of social media influence.

    During IPL 2023, we saw influencer marketing making significant strides. An estimated 70% of Indian marketers increased their influencer marketing budgets, with a sizable portion directed towards sports and entertainment influencers during the IPL season. Why the shift? The answer lies in the reach and engagement that influencers bring to the table.

    Understanding the Dynamics

    1. Reach and Engagement: While traditional sponsorships offer broad visibility, they lack the personal touch influencers have with their followers. Influencers, particularly those with a focus on cricket and sports entertainment, have cultivated a dedicated audience. For IPL 2023, influencers on platforms like Instagram and YouTube reported engagement rates upwards of 15-20%, surpassing the average engagement rate of more traditional advertising methods.

    2. Authenticity and Trust: Influencers share their genuine experiences and opinions, which resonates well with their audience. This authenticity builds trust, a key factor when introducing a brand or product. In contrast, traditional ads are often seen as less trustworthy by consumers.

    3. Targeted Marketing: Unlike broad-spectrum sponsorship deals, influencer marketing allows for more targeted campaigns. Brands can collaborate with influencers whose followers match their ideal customer profile, ensuring that their message reaches the right audience.

    Navigating the Shift: Strategies for 2024

    As we gear up for IPL 2024, here are strategies for brands, marketers, and agencies to maximize their presence and impact:

    1. Leverage Data for Decision Making: Utilize data analytics to choose the right influencers. Look at engagement rates, follower demographics, and past campaign performances. This year, predictions suggest that influencers who engage with their audience in real-time during matches will see the highest engagement rates.

    2. Create Authentic Content: Collaborate with influencers to create content that’s authentic and resonates with their audience. Behind-the-scenes looks, player interviews, and match analyses are content types that tend to perform well.

    3. Combine Strategies for Maximum Impact: Consider a hybrid approach that combines traditional sponsorships with influencer partnerships. For example, brands could sponsor the event or a team while also working with influencers to create buzz around these sponsorships.

    4. Monitor and Adapt: The digital landscape is ever changing. Monitor the performance of your campaigns in real-time and be ready to adapt strategies as needed. Engagement metrics and audience feedback can guide your efforts for better results.

    The landscape of brand presence at the IPL is evolving, with influencer marketing becoming increasingly significant. By understanding the dynamics of this shift and adopting strategic approaches, brands can navigate the changes to ensure their message not only reaches but also resonates with their target audience. IPL 2024 presents a unique opportunity for brands, marketers, and agencies to redefine their presence in one of the world’s most watched sports events. The key to success lies in embracing the shift, leveraging data, and fostering genuine connections between brands and audiences through the power of influence.

    The author of the article is Aditya Gurwara, Co-Founder and Brand Alliances at Qoruz.

  • TAM AdEx: A pixelated view into digital advertising trends for 2023

    TAM AdEx: A pixelated view into digital advertising trends for 2023

    Mumbai: TAM AdEx India has released a report on digital advertising trends for 2023.

    Ad impressions on digital medium increased by almost four times in 2023 over 2019. Also, 2021 and 2022 witnessed massive growth two folds and three times in terms of ad impressions respectively over 2019. Compared to 2022, there was increase in ad impressions by 31 per cent in 2023 on digital medium. In quarterly trends, Q’4 of 2023 observed a significant growth of 71 per cent compared to Q’1 of 2023. Additionally, both Q’2 & Q’3 of 2023 witnessed growth in ad impressions by 60 per cent & 43 per cent respectively over Q’1 of 2023.

    The highest share of digital ad impressions was observed in Nov’23 i.e. 11.5 per cent. Whereas, Feb’23 had the lowest ad impression share of 5.4 per cent.

    Both services and computers sectors retained their first and second positions during 2023 over 2022. During 2023, telecom products and corporate/brand image were the new entrants compared to 2022 in the top sectors and secured seventh & ninth positions respectively. The top two sectors added more than 55 per cent share of ad impressions on digital medium.

    Ecom-media/entertainment/social media was the leading category with 11 per cent share of ad impressions in 2023. Corporate IT and cellular phones-smart phones were the new entrants in top categories in 2023 over 2022. Together, the top 10 categories added 48 per cent share of ad impressions.

    Amazon Online India maintained its first position in the top advertisers list during 2023 over 2022. In 2023, Google descended to sixth position compared to its second position in 2022. More than 99K advertisers were present on digital medium during 2023. The top 10 advertisers contributed

    16 per cent share of ad impressions in digital.

    Amazon.in ascended to first position and became the leading brand in 2023 compared to its third position in 2022. SquareX.Com was an exclusive brand in 2023 and secured eighth position compared to 2022. Out of the top 10 brands present in 2023, five of them were new entrants. Among the top brands, three of them belonged to Amazon Online India. The top 10 brands contributed 12 per cent share of digital ad impressions.

    In terms of the highest increase in ad impressions, ecom-other services category topped with 90 per cent increase in 2023 compared to 2022 followed by ecom-media/entertainment/social media with 57 per cent increase.

    58 K plus advertisers exclusively publicized during 2023 compared to 2022. SquareX was the top exclusive advertiser in 2023 on digital medium.

    Among web publishers, Twitter.com had the highest share of ad impressions of 31 per cent in 2023. During 2023, the top five web publishers had 25 per cent share of ad impressions.

    Twitter Display topped with 31 per cent of digital ad impressions during 2023 followed by In APP Display on second position with 17 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 78 per cent of total ad impressions, followed by ad network method with 11 per cent share in 2023.

    Video ads grabbed the highest impressions (33 per cent) on digital, followed by single image ads with 29 per cent share.

  • India emerges most optimistic market in March 2024 across 29 markets polled: Ipsos Global Advisor What Worries the World

    India emerges most optimistic market in March 2024 across 29 markets polled: Ipsos Global Advisor What Worries the World

    Mumbai: India has emerged the most optimistic market in March 2024, across all the 29 markets covered in the survey with over three in four urban Indians polled (77 per cent) believing India is moving in the right direction, according to the Ipsos Global Advisor monthly survey that tracks public opinion on the most important social and political issues across 29 countries, alongside whether people think things in their country are heading in the right or wrong direction.

    The other top markets on optimism were Singapore (72 per cent) and Indonesia (72 per cent), tied at the 2nd spot, followed by Thailand (59 per cent) and Mexico (55 per cent). The markets at the bottom of the heap were Peru (14 per cent) and France (18 per cent) with lowest optimism levels about the future. Only 38 per cent global citizens were optimistic about the future.  

      Ipsos

    Worry levels diminish around key issues for Urban Indians in March 2024

    Further, the survey reveals a significant drop in worry around the key issues of inflation (38 per cent) (minus 11 per cent), unemployment (38 per cent) (minus five per cent) and education (29 per cent) (minus six per cent) over the previous month. Though worry around financial/ political corruption (24 per cent) ( plus three per cent) has increased, but unchanged for crime and violence (23 per cent).  

    Inflation

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    Global worries – Global citizens have got a slight reprieve in March 2024 around inflation.

    Global worries   Summarizing on the findings of the survey, Ipsos India CEO Amit Adarkar said, “India has bucked the global trend of pessimism and emerged the No.1 market in optimism across the 29 markets, where the Ipsos Advisor survey is held every month. If we look back, India has always been among the top markets in optimism, through months and years. India has not crumbled under global adversities and citizens have believed in the system, unlike many global markets that have been downbeat. What could have worked for India? Its resilience, its course correction in the face of severe hardships on citizens. Govt cut fuel prices by Rs. 2, in March, across India, which provided some relief around inflation and cost of living. Worry around unemployment has also reduced with the job market in the hiring mode in some sectors like retail, automotive, f&b, IT & technology etc. Worry around inflation and unemployment has seen a significant drop in March 2024 and likewise for education. With general elections coming up in mid-April, corruption charges are already flying thick and fast, which is a matter of concern. Also crime and violence are of deep concern to citizens.”

  • Kriti Sanon’s HYPHEN launches #TheExFactor skincare resurfacing exfoliator

    Kriti Sanon’s HYPHEN launches #TheExFactor skincare resurfacing exfoliator

    Mumbai: HYPHEN, founded by PEP Technologies and celebrity entrepreneur Kriti Sanon, has introduced the resurfacing 10 per cent AHA BHA PHA Exfoliator.  The newly-launched exfoliator is a pioneering product resonating with the brand’s motive of hyphenating the power of nature and potency of science. With the richness of pineapple extract, chamomile, and AHA+BHA+PHA complex, the exfoliator deep cleanses the congested pores as well as gently exfoliates the dead skin cells while leaving the skin smooth, resurfaced, and glowing instantly in just one application.

    With chemical-based exfoliants such as AHAs and BHAs, facial exfoliators facilitate the skin’s renewal process, resulting in a smoother, more even skin tone and clearer-looking skin from within. But consumers often find themselves settling for subpar solutions like basic face scrubs or harsh peels that tend to be sticky, and heavy and only remove surface-level dead skin, leaving it dry and irritated. However, a growing trend sees customers switching from face scrubs to advanced face exfoliating formulations for superior results without drawbacks. Recognizing the importance of incorporating exfoliation in skincare routines for maintaining healthy skin, HYPHEN identified the demand for an exfoliator that seamlessly complements any skin care regimen and offers a comprehensive solution to skin renewal. This led to the creation of the revolutionary Resurfacing 10 per cent AHA BHA PHA Exfoliator.

    The Resurfacing 10 per cent AHA BHA PHA Exfoliator is meticulously formulated with a potent mix of completely non-abrasive exfoliation and skin-restoring ingredients that effortlessly get absorbed into the skin and even out the skin texture.  Suitable for all skin types, the product is crafted with a 10 per cent AHA+BHA+PHA chemical blend to mildly exfoliate the skin without causing dryness. The product also includes other powerful natural ingredients such as 20 per cent Pineapple Extract that naturally exfoliates the skin, making it clearer and hydrated along with 2 per cent Cica, 2 per cent Chamomile, and Allantoin for providing a soothing effect to the skin. Infused with the goodness of all these calming properties, the exfoliator has a fluid and exceptionally lightweight texture that is fragrance-free – leaving the skin healthy and squeaky clean with zero irritation.

    HYPHEN co-founder, and chief customer officer Kriti Sanon expressed her excitement for the new exfoliator, saying, “At HYPHEN, we aim to create a holistic skincare regime by introducing products such as cleansers, moisturizers, serums, sunscreens and now exfoliators which are essential in nurturing and protecting the skin. The Resurfacing 10 per cent AHA BHA PHA Exfoliator not only goes beyond just surface-level treatments but gives a whole new approach to healthy, clearer, and radiant skin. The product thoroughly unclogs pores and gently removes dead skin cells, leaving the skin impeccably smooth without causing dryness. And the best part is that it instantly gives you a radiant glow with just a single application! Since incorporating the Resurfacing 10 per cent AHA BHA PHA Exfoliator into my skincare regimen, I’ve noticed a remarkable transformation. And, I am super excited to see consumer reactions to our new launch!”

    Harnessing the best of nature and the power of science, HYPHEN’s dedicated team develops skincare solutions that truly make a difference to elevate the skincare experience. The latest products introduced by the brand, including the Retinal Reset Serum and its range of Cleansers, have received highly positive responses from its customers. And now, with the launch of its groundbreaking exfoliator, HYPHEN underscores its dedication to providing innovative and effective skincare.  Shop the Resurfacing 10 per cent AHA BHA PHA Exfoliator, available on HYPHEN’s official website and major e-commerce sites such as Nykaa, Amazon, and Flipkart.