Mumbai: Effective, top-notch quality cosmetics at reasonable prices isn’t a far-fetched dream anymore. An Indian brand, MARS Cosmetics, has made this possible.
MARS Cosmetics is a vegetarian and cruelty free Indian brand committed to providing ‘super effective’ products at ‘super affordable’ prices. It has made its entire value chain efficient to ensure superior quality and affordability.
All their makeup products are specially crafted to suit Indian women’s skin conditions and each piece is researched, iterated, and designed in India.
The Indian make-up and cosmetics segment represents a substantial and progressively burgeoning market. Its current valuation in 2023 stands at an estimated US$6 billion, and it is anticipated to sustain this growth momentum with a projected compound annual growth rate (CAGR) of 2.86 per cent during the period from 2023 to 2028.
This upward momentum can be attributed to a confluence of pivotal drivers. The rising disposable incomes of Indian consumers, coupled with the increasing embrace of Western beauty standards, have synergistically propelled this growth. Furthermore, the surge in online shopping for cosmetic products has significantly contributed to this expansion, complemented by a surge in the entry of Indian brands like MARS into the market.
In an email interaction, Indiantelevision.com spoke to MARS Cosmetics brand manager Muskan Jain about the evolution of the brand, the ShadesOfYou campaign, significance of diversity in MARS’ offerings, and more.
At MARS Cosmetics, Jain’s role and responsibilities include working on the brand image, content, public relations, digital marketing, and social media- marketing and campaigns.
Edited excerpts:
On the journey, evolution of, and inspiration behind the brand MARS Cosmetics
India holds a significant place in the world of beauty products. As people’s lifestyles have improved, there’s a bigger desire for makeup that’s both budget-friendly and perfect for Indian skin. This is where MARS started, an Indian Cosmetics brand with highly affordable and premium quality products that are inspired, designed, and created for the Indian audience. Since then, we’ve made sure our products match the high quality set by the global beauty industry.
Our products always live up to their promises. They’re just as good as international beauty standards. What makes them affordable is that we’re smart about how we create them. We find ways to keep costs down without sacrificing the good stuff that goes into them.
While the other brands portray themselves as global, we are onto the path of strengthening our connection building with the Indian market. That’s how we’ve got something for everyone’s beauty tastes, and how we set ourselves apart, by embracing our Indian heritage.
On the unique and distinct brand proposition of MARS to stand out in the cluttered market
Our product lineup is divided into three main categories: face, eyes, and lips. We’re also excited to soon introduce a nails category. Each of our products is carefully crafted with Indian skin tones and beauty preferences in mind, inspired by the unique characteristics of our audience.
Our range of lipsticks is diverse, featuring various formulations, finishes, and packaging options to cater to individual customer preferences. The same level of customization applies to other products such as foundation, primer, eyeliner, kajal, and more.
We take pride in packaging that resonates with the rich diversity of India’s culture and heritage. A prime example of this is our ‘The City Paradise’ face palette, which embodies this ethos. This palette serves as an all-in-one solution, containing face powder, bronzer, blush, highlighter, and a combination of 9 vibrant and highly pigmented eyeshadows.
Additionally, our innovation extends to accessories like the ‘4-in-1 Travel Brush’. This compact yet professional-quality brush seamlessly combines a foundation brush, powder brush, flat brush, and eyeshadow brush into a single, stylish tool.
Ultimately, we’re unique in that we’re always ready to adapt and swiftly embrace the newest beauty and lifestyle trends. Even after launching a product, we actively seek and incorporate feedback to enhance its quality. Our constant aim is to narrow the space between people’s expectations and the actual product, continuously striving for improvement.
On the thought behind the #ShadesOfYou campaign
Lipstick is like a hidden way to show who you are. To remind everyone that it’s cool to let their uniqueness shine on this National Lipstick Day, the #ShadesOfYou campaign helped revitalize the forgotten concept of embracing individuality by encouraging the exploration of diverse lipsticks, each offering distinct textures, finishes, and formulas in reds, mauves, plums, pinks, peaches, nudes, and wine color categories. The campaign had influencers share their recommendations from MARS, and how a lipstick shade varied on different skin tones, also promoting the limited period sale.
We also had a four-day special offer during the campaign, ‘Buy 2 Get 1 Free’. Despite the presence of sales happening on other major platforms, our deal was still well received by many, leading to a substantial response for our campaign.
On the advertising and marketing strategy, and the media mix for the brand
Our products speak for themselves. We engage with our audience across platforms like Instagram, YouTube, and Facebook. Whether we’re introducing a new product or showcasing user-generated content, we make sure to keep them in the loop. On Instagram, we prominently showcase real customer experiences with our products, and we’re open about providing all the necessary product details. By being transparent, maintaining clear brand communication, and staying consistent, we foster a strong connection with our audience.
On the significant markets for the brand and retail expansion
We’ve had a presence in the offline market across all major states in India for over a decade. Around four years ago, we also ventured into the digital realm. Up to this point, we’ve expanded our reach on various online platforms, including Amazon, Flipkart, Nykaa, Myntra, Tira, Purplle, Blinkit, Hypd, and Meesho.
We’re dedicated to fortifying our presence in the Indian Market. A key move in this direction involves establishing kiosks at prime spots in Delhi. Our aim is to ensure that our beauty products are within everyone’s reach, and we intend to expand this accessibility to other parts of the country as well.
We’re soon stepping into another offline retail format of ‘mall kiosk’ with the aim to enhance more with the audience and to provide them a great shopping experience.
On tailoring products for Indian skin tones and beauty preferences – what is the significance of diversity in MARS’ offerings?
MARS deeply connects with every customer on a personal level. When we claim to offer something for everyone, we truly stand by that commitment by providing products that align with various preferences and budgets. Whether you’re a beginner or a professional, aiming for a simple everyday look or a full-glam transformation, our products consistently uphold high quality standards.
Here, we embrace both traditional and innovative approaches to inclusivity. Our range spans from essentials like kajal, but with advanced formulas that elevate the traditional product. Similarly, in the realm of face makeup, we offer compact powders that have been a go-to for quick touch-ups for decades, alongside modern translucent powder formulas as good as high-end alternatives. For every individual seeking to express their beauty, we’re here to cater to every aspect of their needs.
On the sustainable and ethical practices that Mars keeps in mind
We make sure everyone who works with us is treated fairly and works in good conditions. As we move forward, we’re working on packaging and designs that are kinder to the environment, producing less waste. Also, all our products are completely vegetarian and we never test on animals.
On staying relevant in a dynamic industry
We place significant importance on customer feedback and industry trends. Our social media channels and order fulfillment team play crucial roles in providing valuable insights. By closely analyzing customer preferences and industry trends, our product development team remains adaptable, ensuring no important aspect is overlooked when introducing new products.
On your vision and way forward for the brand
MARS has a broader idea when it comes to beauty. We promote inclusivity through our products for all, accessibility through our distribution format, and take pride in our Indian heritage through our packaging and product concepts.
MARS aims to become a transforming force in the beauty industry in several aspects. A symbol of innovation, quality, and accessibility, providing individuals with the means to express themselves and enhance their lives. Through continuous growth, community engagement, and a commitment to excellence, we aspire to be a leading name that resonates with customers and contributes positively to the world of beauty and beyond.
