ITV

Tag: skincare

  • mCaffeine partners with GoKwik to boost D2C revenue by 70 per cent

    mCaffeine partners with GoKwik to boost D2C revenue by 70 per cent

    Mumbai: Caffeinated skincare brand – mCaffeine has announced a strategic partnership with GoKwik, a leading eCommerce enabler, to further enhance its online presence and accelerate growth.

    mCaffeine has established itself as a leader in the skincare industry, boasting an annual revenue growth of over 300 per cent in recent years.

    This partnership with GoKwik aims to further support mCaffeine’s mission of increasing their market share by 10 per cent in key categories and revenue by 70 per cent this year by offering superior shopping experiences to its customers while expanding its D2C footprint across the roots of Bharat.

    mCaffeine will leverage GoKwik’s 100 million shopper network, the deepest in India to enhance the experience right at the start of the checkout journey all the way till the end. With unique features like one-tap OTP login, pre-filled addresses, extensive discounts, rewards, and loyalty partnerships, and an exhaustive payments suite, mCaffeine is expecting 25 per cent higher revenue, better shopper satisfaction and reduced cash burn by integrating GoKwik checkout into its platform.

    “We are thrilled to join hands with GoKwik as our trusted partners in the next leg of our growth journey,” said mCaffeine co-founder and chief growth officer Vaishali Gupta. “With GoKwik’s eCommerce acumen, we are set to redefine the shopper experience in the growing D2C landscape. With their solutions like KwikCheckout, we are already seeing a positive upward movement in our conversions, and overall revenue growth. We are positive this partnership will further help us in establishing a deeper, and lasting footprint across India, and compliment the next phase of our growth,” added Gupta.

    GoKwik’s tech and data-led solutions, including its category creator product, KwikCheckout, are designed to enable eCommerce brands to scale their growth by optimising the checkout process, thereby creating an ease of shopping experience and increasing the bottom line. GoKwik’s network data intelligence also ensures a reduction in return to origin (RTO) losses that occur when a COD order gets returned before delivery, increasing operational, logistics, and other costs for eCommerce brands.

    “mCaffeine represents the pinnacle of innovation in the Skincare industry, and we’re excited to support their ambitious growth targets,” commented GoKwik co-founder and CEO Chirag Taneja. “We will be committing fully to amplifying mCaffeine’s digital footprint, ensuring they not only meet but exceed shopper expectations. This partnership is another step in creating an ecosystem where eCommerce brands continue to disrupt, thrive and grow,” added Taneja.

    mCaffeine has increased revenue by 51.8 per cent in the last year, setting a key growth benchmark for eCommerce brands. They are also venturing into omnichannel space and targeting 24 key micro markets for offline expansion. GoKwik houses over 4000 eCommerce brands in its network including Lenskart, Neemans, Man Matters, Shoppers Stop, etc, ranging from fashion, beauty, health and nutrition, electronics and other key categories of the online shopping space.

  • “We wanted to create a brand for Indian body skin concerns”: Boddess Beauty’s Mansi Sharma

    “We wanted to create a brand for Indian body skin concerns”: Boddess Beauty’s Mansi Sharma

    Mumbai: Born during the pandemic, Boddess Beauty has emerged as a dynamic force in the beauty and wellness industry. Founded by entrepreneurs Mansi and Ritika Sharma, this beauty and wellness platform boasts a diverse portfolio of 100 plus renowned brands. Committed to empowering every woman, they recently introduced their own label ‘The Honest Tree,’ a clean and vegan bath & body brand.

    With a blend of curated products, offline & online platforms, and strategic collaborations, Boddess emerges as a beacon of resilience, with Mansi Sharma leading creative endeavors, setting new benchmarks in the ever-evolving beauty landscape.

    Indian Television caught up Boddess Beauty co-founder and creative director Mansi Sharma to gain insights into her entrepreneurial journey, on the launch of ‘The Honest Tree’, AR/VR playing a role in enhancing the beauty shopping experience, and much more…

    Edited Excerpts:

    On the inspiration behind embarking on the entrepreneurial journey of creating Boddess Beauty

    Boddess was the product of a deep love for beauty technology and a passion for making beauty brands available to a pan-India audience; not just in major tier one cities. Back when we started we realised that the Indian consumer has both the appetite and the curiosity for experiencing world-class beauty products and brands, but insufficient access. Through our years of experience in the industry, we curated a collection of top skincare, makeup, body care, fragrance & accessories brands to bring to the Indian consumer.

    On the key challenges Boddess faced during its launch in the pandemic, especially in the beauty and wellness industry, and how did the brand successfully overcome them

    As an omnichannel platform we were lucky to be able to tap into our online community when malls and public spaces were shut down. We also noticed a shift from makeup to a deeper penetration in skincare, hair care and eye makeup as growing categories as they catered to demands of the time. Every crisis brings with it an opportunity; these were just a few of the many opportunities we were presented with during the pandemic.

    On the creation of your private label, ‘The Honest Tree,’ and its differentiating aspect in the market

    With a deeply entrenched philosophy of growing premiumisation and more importantly personalisation, we wanted to create a brand for Indian body skin concerns, based on the reality of India’s extreme climates, pollution levels and harsh sun exposure. After studying the market, we realised a lot of local Indian brands focused solely on face care, and most highly efficacious body care products came from abroad and at a high price. After almost a year of experimentation, studies, and trials we came out with a line that provides a luxurious body care experience, catering to Indian/South Asian skin concerns at an attractive price point. Our first-of-its-kind back-acne lotion targets a niche but widely experienced concern of body/back acne that prevents consumers from exposing their body skin confidently. The response we’ve gotten is extremely gratifying for it, and this is just one of twenty-one state-of-the-art SKUs in our collection.

    On the collaboration with Netflix’s “Kho Gaye Hum Kahan” and partnerships with entertainment industry projects aligning with Boddess’ brand strategy

    The collaboration has a very interesting story – I had a brief stint working with Tiger Baby Films during which I came across the script of KGHK and heard that the film was looking for a beauty brand partner. I felt that the film’s characters were a perfect match to our target consumer and introductions were made. The rest as they say is history.

    On seeing technology, such as augmented reality or virtual try-ons, playing a role in enhancing the beauty shopping experience

    It has gone from a ‘good to have’ to a ‘must have’ status among retailers at this point. With the advent of e-commerce and online shopping having means of experiencing products and brands without having to physically be present is becoming increasingly important whether that is in fashion or beauty. However, one must note that by no means do these technological advances replace the in-person shopping experience completely. Our loyal e-commerce customers still love swatching, trying and playing with our products before they purchase. Virtual try-ons and augmented reality exist to complement the overall 360-degree retail experience instead of replacing any format.

    On Boddess Beauty maintaining a balance between offering a diverse range of beauty products from renowned brands while ensuring affordability for a wider consumer base

    Our selection of brands and products extend themselves right from premium to masstige and mass, but we are very selective based on product efficacy, brand ethos and consumer demand. We understand that India, being an extremely price-sensitive market is also an extremely aspirational market, with every consumer having the desire for premiumisation as well as personalisation. Therefore, it’s essential to provide a brand curation that leaves the customer inspired.

    On your role as creative director at Boddess Beauty, shaped by international experience, contributing to reshaping beauty standards, combating ageism and colorism, and promoting inclusivity in the Indian beauty industry

    I don’t think a world of beauty exists for us in which we are not redefining what it means to be beautiful, feel beautiful and look beautiful. From a very young age beauty has meant happiness for me. I want women and men alike to feel happy in their own skin, with makeup and skincare available as tools for them to enhance that happiness. Our campaigns with female doctors, technicians and several other inspiring figures have shed light on the beauty that comes with empathy, service and empowerment.

    On Boddess Beauty’s future expansion plans, both in terms of product offerings and market reach

    We have just launched two exciting new brands – Max Factor and The Honest Tree (our own body care label) with a few other major international brand launches in the pipeline. Stay tuned for brand announcements in the near future. In terms of our physical expansion, given the roaring response to our Itanagar store, we endeavour to be present in tier 2 and 3 cities wherein a large beauty footprint is still missing.

  • Fitspire enters into $17 bn vegan skincare market

    Fitspire enters into $17 bn vegan skincare market

    Mumbai: Fitspire, a leading vegan and plant-based personal wellness brand, is set to disrupt the $17 billion global skincare market by launching plant-based Biotin, Collagen, and Omega products.

    The entry into the category caters to the burgeoning demand for cruelty-free skin-care products in India. Besides, Fitspire aims to enhance its position as a one-stop solution for Indian consumers seeking a complete range of vegan, natural, clean, and cruelty-free products to support their fit and healthy lifestyle.

    Founded by IIM Lucknow alumni Vipen Jain in 2020, Fitspire offers over 80 vegan products to promote a fit and healthy lifestyle.  

    Speaking on the new category launch, Fitspire Founder & CEO Vipen Jain said, “The demand for cruelty-free and eco-conscious choices is gaining momentum, and the rise of vegan beauty products has become a phenomenon. Consumers are now embracing products that are manufactured ethically. The global market is expected to touch $21.4 billion by 2027, and we expect to be a significant player globally by then.”

    Industry reports suggest that the Indian vegan cosmetic market is expected to grow above 7.17 per cent CAGR from 2023 to 2028. The skincare range (biotin, collagen, and omega) is experiencing a remarkable shift towards vegan and plant-based products.

    “Keeping in mind the massive growth potential, Fitspire expects to penetrate 5 percent of the market that will help boost our overall revenue by 10 percent by 2025,” Vipen added. The products will be retailed across offline stores and online marketplaces.

    Fitspire was already leading the way in Health and Wellness with Impressive H1 Growth, with an extraordinary 10x growth this year. With an ambitious revenue target of Rs 300 crore over the next three years with its diverse array of vegan offerings.

    Fitspire’s dedication to reaching every part of the country is evident in its current footprint across over 15,000 pin codes.

    This expansive coverage guarantees accessibility to all Fitspire products, from urban to rural areas, resonating effectively with its robust customer base of one million individuals.

  • “Our messaging is simple: to dream better and wake up feeling refreshed”: Peps Industries’ K Madhavan

    “Our messaging is simple: to dream better and wake up feeling refreshed”: Peps Industries’ K Madhavan

    Mumbai: In a world where skincare takes the spotlight, the importance of bedding in maintaining healthy and radiant skin often goes unnoticed. The choices made in selecting bedding essentials have a direct impact on skin health and appearance. From promoting clear and vibrant skin to preventing skin conditions triggered by allergens and bacteria, the right bedding can be a proactive step toward achieving skin-centric wellness.

    Indiantelevision.com spoke to Peps Industries Pvt Ltd managing director K Madhavan on the company’s launch, the technologies they incorporate in their bedding products, and much more…

    Madhavan is one of the pioneers of the concept of branded mattresses in India. While most people would be working out their retirement plans at the age of 60, Madhavan decided to venture out and set up his own business, one that has had a turnover of Rs 400 crore between 2018-2019. He started his journey as a management trainee in the rubber industry and joined Kurl-On, Bangalore in the year 1977. During his tenure in the company, he became an integral part of the growth story of Kurl-On. By 2006, when the company had already reached its pinnacle in the mattress industry, he was serving as president of operations for Kurl-On.

    Edited Excerpts:

    On Peps Industries’ launch, its USP and its mission when it comes to bedding accessories and promoting healthy skin

    Peps Industries was launched in 2007 and is well-known for being India’s largest Spring Mattress Company. In our core USP lies our commitment to providing a comprehensive range of the best quality spring mattresses and also bedding accessories which are anti-microbial, dust-mite resistant, chemical-free, and hypoallergenic in nature.

    Our anti-microbial, dust-mite resistant, chemical-free and hypoallergenic range of products are designed to minimise allergens and provide a healthy sleep environment, promoting healthier skin and overall health. We also provide breathable bed sheets and comforters that enhance air circulation, preventing the buildup of moisture and the breeding of bacteria in the mattress. We’ve earned the ‘Consumer’s Best Buy’ award seven times for Peps Restonic and are proud members of the International Sleep Products Association (ISPA).

    On examples of any innovative technologies or features that Peps Industries has incorporated into its bedding products

    The spring mattress is the perfect underpinning that rids the body of damaging pressure to provide maximum leisure and comfort. Our spring mattresses are designed with the ‘marvelous middle’ technology, which caters to good health and effectively addressing back ache issues. An interesting architecture of the spring mattresses is that they have been made medium-firm at the center in order to suit distinct body types, and give customers a cozy, pain-free sleep experience. And in doing so, this innovative feature helps reduce back pain.

    Furthermore, our mattress’ breathable design, ruffled super soft fabric, and rejuvenating foam layer provide a comfortable night’s sleep. Our advanced super edge plus technology can handle extra load capacity. What truly sets us apart is our commitment to advanced technology and delivering premium, long-lasting bedding products.

    On adverse effects that sleeping in improper positions can have on mental and physical health and Peps Industries’ recommendations for addressing these issues

    Poor sleep posture can lead to discomfort, pain, and interrupted sleep, which in turn can impact your physical and mental overall well-being. The potential issues associated with improper sleep positions are back and neck pain, sleep apnea, digestive problems, wrinkles and skin issues, and mental health. We recognise the importance of proper sleep posture and recommend choosing the right mattresses and bedding accessories such as neck pillows, satin bed sheets, bolsters, gripsters all designed for correcting one’s posture.

    The Bonnell springs in this mattress are engineered to extend its lifespan beyond that of any other mattress type, making it an ideal choice for good sleep for a sustained period of time.

    Additionally, Spring mattresses provide excellent support to the body irrespective of what one’s body type is. They are crafted specifically to provide proper back support through a wide range of firmness levels, memory foam and various springs that are manufactured based on research and technology. Hence, with our innovative strategies, we aim to continue advancing each step of the way for our consumers.

    On the measures that Peps Industries takes to ensure the quality, safety, and skin health benefits of its bedding products for the natural skin repair process during sleep

    Peps is committed to maintaining the highest standards of quality, safety, and skin health in its bedding products. Our range of bedding essentials, including pillowcases made from luxurious cotton and satin, not only adds a touch of style to your bed but also delivers remarkable benefits. These pillowcases help preserve the natural oils of your scalp and skin by preventing absorption. Our mattress protectors act as a protective shield, preventing spills from seeping into the mattress, safeguarding it against bacteria and dirt accumulation, which ultimately promotes skin well-being. Furthermore, our hypoallergenic pillows and breathable bedding repel allergens, dust, and dirt, leading to improved air quality and a reduction in allergic reactions.

    Our rigorous quality control processes ensure compliance with global standards, supporting the natural repair process of your skin via premium sleep essentials.

    On Peps Industries addressing sustainability and eco-friendliness in its bedding materials

    Peps Industries takes the route of sustainability and eco-friendliness seriously in its bedding materials, and one prime example is our Peps Organica mattress. This mattress, the first of its kind, is crafted from chemical-free bio-cotton and eco-latex sourced from Belgium, ensuring an eco-friendly and safe sleeping environment. Organica incorporates allergen-resistant materials that naturally repel microorganisms, including pollen, dust mites, bed bugs, and dust, making it a sought-after choice for those prone to allergies.

    This unique mattress guarantees a deep and restful sleep, addressing concerns related to allergies and promoting sustainability in sleep solutions. The manufacturing process of these mattresses is designed to enhance their longevity when compared to other types of mattresses. This means that people don’t need to replace them frequently, thereby reducing pollution. This sustainability aspect makes them an environmentally friendly choice for our consumers.

    With ergonomic support that conforms to your body’s contours, the Organica Spring Mattress provides a comfortable sleeping experience using luxurious machine-tufted cotton. This material also helps maintain optimal skin health, as it retains its shape and durability throughout the year, allowing your skin to rest and rejuvenate night after night.

    How does Peps Industries both gather insights into evolving consumer preferences and educate customers about the importance of skin-friendly bedding choices to inform and enhance its product development and outreach efforts?

    Changes in consumer behavior have been undergoing continuous transformation influenced by numerous factors such as technological progress, literacy levels, economic circumstances, cultural shifts, and more. It is imperative for businesses to comprehend and respond to these shifts to remain pertinent within their respective industries. In the wellness sector, where daily discoveries and research emerge, consumers exhibit awareness and commitment to their holistic well-being, encompassing both mental and physical health.

    We are deeply committed to understanding these evolving consumer preferences and educating customers about skin-friendly bedding choices. We prioritise authenticity, clear messaging, and storytelling to convey our mission. We’ve set up special showrooms called The Great Sleep Stores across India in 150+ locations, to provide a one-on-one experience for all our customers. We also highlight a “Product of the Month” initiative each month to let consumers know it’s in demand due to its great features and impact.

    Our strict quality control in our products ensures clean and healthy bedding for your skin. Our measures ensure a clean and hygienic sleep environment, promoting skin health. We anticipate a shift in how problems and solutions are communicated, allowing us to address issues effectively. While innovation remains our driving force, emerging mattress industry trends help solidify our brand’s status and reshape key tasks and narratives to meet evolving consumer needs.

    On success stories or customer testimonials related to improved skin health after using Peps Industries bedding products

    Peps Industries has a track record of receiving positive testimonials and success stories from satisfied customers who have experienced improved skin health after using our bedding products. Customers who have been using the Peps Organica mattress for over six months, no longer wake up with aching shoulders and backs as they did with their previous mattress.

    Similarly, another customer who suffered from backaches due to everyday travel found relief and improved well-being after switching to the Peps Spine Guard mattress.

    These positive changes in their sleep quality have not only enhanced their overall comfort but have also contributed to improved skin health, leading to a sense of freshness and reduced concerns about bacteria breeding. These are just a few examples of how Peps bedding products have positively impacted our customers’ skin health and overall comfort.

    On vision and mission for the next three years

    Over the next three years, we at Peps Industries, continue to dedicate ourselves to redefining the way India sleeps by meeting the evolving demands of our customers. We envision a transformation where sleep transcends being a mere necessity and becomes an indulgence in rejuvenation, comfort, and overall well-being. Our unwavering commitment is to establish the highest standards in quality, innovation, and customer service, ensuring that each individual’s sleep experience is truly exceptional.

    The distinctive construction of spring mattresses ensures proper spinal alignment and enhances blood circulation, providing our bodies with oxygenated blood during our resting hours. With over 150 locations spread across India, The Great Sleep Stores are committed to offering a personalised experience to each of our valued customers. Our goal is to further solidify our already extensive nationwide presence through this initiative.

    To enhance our brand recall, we’ve consistently focused on creating a lasting impression in the minds of our valued customers through our premium product offerings. With our ‘dream makers’ messaging, we’ve crafted a unique strategy to emphasise the benefits of a good night’s sleep to help one dream better each night. Our messaging is simple: to dream better and wake up feeling refreshed.
     

  • Deepika Padukone’s 82°E unveils ‘Feels like home’ campaign

    Deepika Padukone’s 82°E unveils ‘Feels like home’ campaign

    Mumbai: Deepika Padukone’s self-care brand, 82°E, has unveiled its inaugural campaign film, “Feels Like Home,” celebrating the joy of practising simple acts of self-care.

    The film brings to life the ethos of 82°E in a visual collage where self-care meets skincare. The visuals capture women practising everyday self-care rituals while also caring for their skin. Real, unfiltered voices of women tell us how these rituals are simple, joyful, and feel like home.

    The 60-second brand film can be viewed on 82°E’s social media channels: Instagram, Facebook, and Youtube.

    The campaign slogan, “Feels like home,” encapsulates the sentiment and emotion associated with self-care while also building a connection with the brand’s name. Inspired by the standard meridian that passes through India, 82°E brings out the geographical aspect of home while the creative interpretation brings to life the feeling of it.

    An extension of Padukone’s beliefs, 82°E supports a holistic approach to self-care. The brand is on a mission to inspire its audience to connect with their truest, most authentic selves through joyful and effective self-care practices.

    Commenting on the campaign film, Padukone said, “Practicing simple acts of self-care consistently helps me stay grounded and enables me to feel my most centred. With 82°E, the hope is to inspire us all to prioritise our well-being by practising acts of self care that are simple, joyful, effective, and evoke the feeling of ‘home.’ Through our inaugural campaign, “Feels like home,” we bring to life the geographical aspect of home, as also captured in our brand name, alongside the creative interpretation of the emotion, all while staying true to the product promise.”

    Spring Marketing Capital founder and creative partner Arun Iyer said, “It has been a privilege to bring alive the world of 82°E. From the beginning, this project pushed us to dream and break the traditions of perfection in the category. Each product, although simple, is exquisite, rooted in Indian ethos with a global outlook. We had to bring the brand to life with the same level of craftsmanship. Our campaign thought, “Feels like home,” is brought to life via authentic, unfiltered voices while building a solid connection with the brand name.”

    IDEO executive director for global beauty Heather Boesch said, “It has been a joy to serve as a global strategic partner for 82°E since its inception. The brand is genuinely committed to elevating self-care as part of overall well-being. And while it is born in India, 82°E is for the world, and we have worked side by side with its co-founders and partners to ensure that every facet of the brand, from its products to its messaging to its aesthetics, reflects the brand’s core philosophy: rooted in India and global in its outlook and appeal. We can’t wait for the whole world to fall in love with 82°E.”

  • Mamaearth rolls out new campaign “#IssWinterGlowNaturally” with Shilpa Shetty Kundra

    Mamaearth rolls out new campaign “#IssWinterGlowNaturally” with Shilpa Shetty Kundra

    Mumbai: Mamaearth has launched its latest integrated marketing campaign, “#IssWinterGlowNaturally,” featuring Shilpa Shetty Kundra.

    The campaign film was created by Mamaearth’s internal creative team and produced by Estoot.

    The campaign film highlights the brand ideology of bringing the wisdom and goodness of household DIY recipes into easy-to-use formats with the same goodness of natural ingredients without any toxins. What’s the most frequently used recipe in Indian households for dry and dull winter skin? Of course, it’s honey and malai.

    The film opens with Shilpa Shetty Kundra walking into her friend’s house and unfolding a scenario that leaves her intrigued and confused. To help her friend with a trusted natural solution without all this ‘chip chip’ and ‘jhanjhat’, Shilpa recommends Mamaearth Honey Malai Cold Cream. Crafted with the goodness of natural ingredients like ‘honey’ and ‘malai,’ the cold cream is toxin-free and made safe certified. She is positioning Mamaearth Honey Malai as an easier way of giving one’s skin the moisturization and nourishment it needs this winter.

    The film is a simple yet powerful representation of the brand’s philosophy and product proposition of “goodness inside.”

    Talking about the campaign, Mamaearth co-founder and chief information officer Ghazal Alagh said, “With the growing awareness of the benefits of traditional ingredients and recipes, millennials are increasingly looking for products with natural ingredients that are safe. Mamaearth has been striving to bring together nature’s goodness with science and create a product portfolio inspired by our grandmother’s kitchen recipes and filled with goodness inside. Honey and malai are very common ingredients that we have seen at home for ages; hence, we decided to launch this range and present to our consumers a product that provides the goodness of these ingredients hassle-free. Through this film, we have tried to highlight the latest proposition and offering, and we are certain it will resonate with the millennials, and they will choose nature’s goodness with Mamaearth’s Honey Malai range.”

    “I have always strongly believed in traditional homemade tricks and age-old self-care hacks. One of the reasons for partnering with Mamaearth was their strong foundation in keeping the ethos of Ayurveda alive with ancient recipes innovating and catering to modern consumers today. With the Mamaearth Honey Malai Cold Cream, the brand reiterates its belief in the goodness of nature, not just in caring for your skin but also Mother Earth, and I hope the consumers relate to the film and choose Mamaearth goodness as I did,” says Shilpa Shetty Kundra.

    Estoot founder Navkiran Brar added, “This campaign showcases our shared creative ethos: simple stories that are clutter-breaking. By mixing humour with traditional wisdom – like Honey Malai for dry winter skin – we’ve created an honest communication piece that will resonate with viewers of all ages.”

  • Deconstruct partners with Supari Studios for a brand film

    Deconstruct partners with Supari Studios for a brand film

    Mumbai: Supari Studios has collaborated with science-based skincare brand Deconstruct on their latest brand film.

    With the Deconstruct film, Supari has skillfully brought attention to the brand as well as its mission of ‘Information over impulse’ in skincare regimens.

    Deconstruct wanted to break through the clutter and address the deeply ingrained impulse-buying habit in consumers. With this in mind, Supari Studios created a film that identifies with Deconstruct’s 18–25 year old, primarily female audiences, and highlights the unsolicited advice that they may encounter on a regular basis.

    The campaign’s protagonist represents anyone who has been confused and overwhelmed by the amount of information and misinformation they must wade through in order to find a skin care product that works for them.

    Speaking on the campaign, Supari Studios creative lead Sakshi Bhasin said, “Working on the campaign with Deconstruct, we knew we had the unmissable chance to do something different and clutter-breaking. Leaning into the brand’s philosophy around skincare, we decided to bring in an aspect of humour, and talk about the unsolicited advice and ever-changing trends that surround this industry. With the kind of experience our Director, Devika Chaturvedi, brought to the table, we were able to add that exaggeration to the situations in the film and marry a skincare product with a humorous concept, a combination rarely seen in this space. As someone who has worked on a myriad of campaigns with beauty and skincare brands, this was the perfect opportunity to do something fresh and experimental”

    “Since our childhood, we have been provided with unsolicited advice from multiple sources, especially when it comes to skincare,” Malini Adapureddy added, “but in the new age of knowledge economy, consumers are changing and seeking their own information.” Deconstruct aids them in this journey by providing well-researched and simple information on the website, our product labels, and our social media channels and helps them decide what is best. We want them to purchase on the basis of logic and science rather than trying to entice them with vague beauty results. Supari Studios helped us put this concept out in a succinct and relatable manner by using daily instances that most of us must have gone through at least once in life. They pulled the entire project into execution in a crunched timeline, and we are very happy to see our vision come to life beautifully in the video.”

  • Medimix launches campaign ‘Manmarziyaan’ featuring Katrina Kaif

    Medimix launches campaign ‘Manmarziyaan’ featuring Katrina Kaif

    Ayurvedic personal care brand Medimix has announced a new campaign ‘Skinfit Raho, Manmarziyaan Karo,’ featuring Katrina Kaif. With this new campaign the brand aims to further strengthen this and connect with the younger audience.

    Katrina Kaif has been signed as a brand ambassador recently by the brand. Medimix has a brand positioning of ‘Get SkinFit with fast-acting Ayurveda’.

    Considering the desire of the millennials to opt for products that give them quick and effective results, Medimix aims to assist them in identifying the function of this efficacy in their lives through fast-acting Ayurveda.

    Conceptualized and executed by Mullen Lintas, the TVC showcases the leading Bollywood star Katrina Kaif as her usual bold self, pursuing her interests and crossing the boundaries to do her ‘marzi’ by living fearlessly and being worry-free about her skin.

    Be it pursuing her interests like mural painting, making a difference with a plantation drive, or exploring her hobbies outdoors, she does it all without hesitation. Medimix soap bar, infused with 18 natural and organic ayurvedic herbs is the enabler for her to do whatever her heart wishes. With the best of natural ingredients and only natural components, Medimix soap is also free of parabens and sulfates, thus giving her clear, glowing, and flawless skin naturally.

    Cholayil Private Ltd managing chairman and director Pradeep Cholayil said, “With its Ayurvedic credentials Medimix has stood tall with the testing times and proven to be a quality product for decades.”

    “Katrina Kaif has a similar stature, and she is a self-made Bollywood celebrity. With this campaign we aim to establish the synergy between the two and appeal to a younger audience to truly live your life without the skin worries as Medimix is always there,” he added.

    On the launch of this campaign, Cholayil Pvt Ltd VP sales & marketing Ashish Ohlyan stated, “With the launch of this campaign we intend to strengthen the SkinFit positioning of Medimix by adding another dimension.”

    “As a brand we are constantly evolving ourselves to appeal to the younger audience and this new campaign urges today’s young females to come out of the shackles of various constraints and fulfill their desires to gain new experiences. We hope this campaign will help us achieve the desired traction with today’s modern and progressive women of India”

    Commenting on the campaign,Mullen Lintas ML Corporate chief creative officer Garima Khandelwal said, “Medimix with its legacy of Ayurveda has stood for skin that’s skinfit, with this new campaign we wanted to launch the newest positioning “SkinFit raho, Manmarziyaan karo”, liberating today’s woman of any fear of skin damage and follow her heart to pursue whatever it is she wishes for.

    She added, “Whether societal or self imposed, there should never be any constraint on what she thinks she can achieve. With natural cues that are the brand codes, we reimagined the brand world with a visual scale and this fresh new attitude with the fresh new brand ambassador and a high energy hummable track.”

  • Sanfe forays into beauty segment, eyes Rs 25 cr revenue run rate

    Sanfe forays into beauty segment, eyes Rs 25 cr revenue run rate

    Mumbai: Homegrown feminine hygiene and intimate skincare brand Sanfe is now foraying into the beauty category by the name – Sanfe Beauty. The brand has launched 25 new products which are dermatologically tested for facial skincare and hair care, it announced on Thursday.

    Sanfe Beauty is a cruelty-free, clean skin and haircare range driven by consumer insight, that aims to empower women’s beauty choices, the brand said. Primarily divided into three categories, namely ‘Promise,’ ‘Glo’ and ‘Stunner’, the newly curated product range urges women not to neglect their skin and hair needs and make it a part of their daily routine. The products will be available on the company’s website as well as Nykaa, Amazon, and Flipkart, aiming to make skincare affordable and accessible with respect to different skin and hair needs.

    Speaking about the new segment launch, Sanfe co-founder Harry Sehrawat said, “We are excited to enter the space of women’s beauty with our new line of products. Our aim is to empower women and provide them with a solution to their varying skin and hair needs with Sanfe Beauty. We provide curated, clean, cruelty-free products. Our scientifically backed formulas are suited across all skin types and the simplicity of our products ensures results and the performance.”

    Last year, the startup raised a fresh series A funding of $one million. The investment comes from the likes of LetsVenture, Ajay Garg, Tarun Sharma (Mcaffeine), Arjun Vaidya, Dhimant Parekh among other D2C founders. A digital-first brand, Sanfe is a brainchild of two engineering students that aims to resolve intimate wellness and hygiene concerns for women.

  • Nykaa acquires homegrown skincare brand Dot & Key

    Nykaa acquires homegrown skincare brand Dot & Key

    Mumbai: Beauty and fashion e-commerce platform, Nykaa has announced the acquisition of the Indian skincare brand Dot & Key. This is the first D2C (direct to consumer) beauty brand acquired by Nykaa.

    “We are excited to bring Dot & Key into the Nykaa family in time to serve the demand in high-quality skincare by Indian consumers,” said Nykaa founder and CEO Falguni Nayar. “Dot & Key’s product range presents an exciting opportunity for Nykaa as it allows us to extend the brand’s reach to a larger landscape of consumers and enter the nutraceutical space as well. Dot & Key is a consumer-centric brand with a growing base of consumers and a range of skincare solutions.”

    Founded by Kolkata-based Suyash Saraf and Anisha Saraf, Dot & Key is a new-age brand focused on providing solutions to skincare concerns. It offers premium skincare products such as serums, face masks, toners, and cleansers. The brand has recently expanded into nutraceuticals under the brand ‘IKWI’.

    “We have created a niche brand with Dot & Key, focused on making products based on consumer needs. Our passion to differentiate ourselves has inspired us to take an unconventional angle to skincare. Nykaa’s position in the beauty landscape in India and its resources will allow Dot & Key to grow further as a brand and scale to the next level,” said Dot & Key co-founder Suyash Saraf.

    Ernst & Young LLP was the exclusive advisor to Dot & Key on the deal.