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Tag: skincare brand

  • Ceuticoz promotes Arvin Mondal to head of marketing as global push accelerates

    Ceuticoz promotes Arvin Mondal to head of marketing as global push accelerates

    MUMBAI: Ceuticoz is gearing up for a growth spurt. The medical-grade skincare brand has promoted Arvin Mondal to head of marketing, tasking him with building a global footprint as the company chases revenues of Rs 150-200 crore by financial year 2029-30—a compound annual growth rate of 30-35 per cent.

    Mondal, who previously steered the brand’s international expansion, will oversee marketing across retail and e-commerce whilst leading regional campaigns in Britain, the European Union, the Gulf Cooperation Council states and south-east Asia. His brief: turn a dermatologist-trusted label into a household name.

    Ceuticoz projects revenues of Rs 50 crore in FY 2025-26, up from a record monthly turnover of Rs 4 crore in November-December 2024. The brand already operates in over 10 countries, including Canada, Kenya and South Africa. America, the United Arab Emirates and Saudi Arabia are next on the list, with a target of 25-plus markets by 2030.

    “Arvin has played a vital role in the company’s international expansion,” says managing director Sukhbir Singh Chimni. “His new role allows him to craft our brand’s story as we move towards becoming a globally acclaimed skincare brand, driven by science and authenticity.”

    Founded in 2005, Ceuticoz positions itself as evidence-based and clinically proven—skincare that doctors recommend rather than influencers hawk.

    Whether that pitch resonates beyond dermatology clinics will determine if Mondal’s targets are ambitious or merely optimistic. Either way, he’s got skin in the game.

  • “We leverage local and global cultural moments to fuel our storytelling”: 82°E’s Keerthana Ramakrishnan

    “We leverage local and global cultural moments to fuel our storytelling”: 82°E’s Keerthana Ramakrishnan

    Mumbai: Self-care is the buzzword for the GenZs, and in today’s fast-paced world, finding effective and personalised self-care solutions has become essential. This trend has given rise to innovative brands like 82°E, co-founded by Deepika Padukone, which is redefining the direct-to-consumer (D2C) space with its unique approach to product launches.

    What sets 82°E apart is not only its focus on monthly drops but also its ability to tell compelling stories with each launch, avoiding repetition and truly connecting with consumers. Moreover, when a celebrity like Deepika Padukone launches their own brand, it adds an extra layer of authenticity and allure, driving further interest and engagement.

    Indiantelevision.com caught up with 82°E CMO Keerthana Ramakrishnan to gain insights on their monthly drop strategy, their storytelling approach for each monthly product launch, affordability of their products and much more…

    Edited Excerpts:

    On the concept of a monthly drop strategy and it being a standout approach for 82°E in the competitive D2C space

    Our co-founders conceptualised the monthly drop strategy to ensure that consumers have the opportunity to experience our product offerings one at a time, while also reaping the benefits of each product. This approach was formulated from an observation during the pandemic years when the market was flooded with products and content that ultimately left the consumer overwhelmed.

    We believe skincare is very personal and this unique approach is helping us to sustain ourselves in this cluttered market. Since our inception, through the product drop strategy, we have launched 12 skincare products that have helped create a dedicated and engaged community of skincare enthusiasts worldwide.

    On 82°E leveraging customer insights to shape both short-term and long-term marketing strategies, and can you provide an example of a standout campaign that notably boosted brand recognition and customer engagement

    An important part of our brand mission is to make self-care accessible to a broader audience and an integral part of people’s everyday lives. We recently forayed into skincare for men and launched a new category – 82°E Man. This was prompted by insights from a survey where 91 per cent male consumers surveyed said they are seeking an exclusive collection tailored to their unique skincare needs.

    On 82°E tailoring its storytelling approach for each monthly product launch to keep it engaging and non-repetitive

    We have a deep understanding of our consumers and their journeys which help us craft powerful narratives that intertwine with these moments, hence making it relevant and relatable. Our constant consumer engagement led us to gain insights on product offerings e.g.  The launch of Minis and 82°E Man came from the insights and inputs given by our community.

    We leverage local and global cultural moments to fuel our storytelling too.  For example, we launched our sunscreen – Turmeric Shield during the Oscars in 2023 and our toner serum – Gotu Kola Dew during our Cofounder’s movie launch i.e. at the Pathaan promotions.

    We also effectively leverage media opportunities and creator platforms to powerfully convey our narratives.

    On the factors and insights that influenced the strategic decision to introduce 82°E Man

    Our consumer-centric approach drives our product evolution, deeply integrating with our community. Prompted by 91 per cent of surveyed male consumers seeking tailored skincare, our men’s range fills a significant need gap. Recent Mintel research highlights a 30 per cent interest among men in expanding facial skincare, surpassing women at 26 per cent. Our 82°E Man line simplifies skincare with a two-step routine, eliciting enthusiastic community response.

    On 82°E ensuring the authenticity and genuine connection of the beauty influencers it collaborates with in an era where many individuals claim to be influencers

    We keenly study the influencer universe and shortlist potential creators who align with 82°E’s brand values and also on the basis of how they build and engage with their communities. Our robust process ensures that our association with the KOLs feels genuine and authentic to our consumers. Additionally, we also invest in long-term relationships with influencers, building deeper connections over time.

    Both- the brand and the influencers are committed to bringing value to the community rather than just transactional and transient communications.

    On the strategies that have contributed to this impressive growth from 12 per cent to 65 per cent in customer retention

    Yes, and our customer satisfaction scores for product ratings across hundreds of consumers are on average 4.3 or 4.4 on a scale of five and we currently have an NPS of 80. This has validated our value proposition of simplifying skincare for the consumers and marrying time-tested Indian ingredients with the best of scientific innovation.

    In our attempt to simplify skincare for our consumers, our three-step skincare routine has been widely accepted, driving remarkable repeat purchase for our products. Our premium, high-quality ingredients ensure efficacy and high performance. Through an authentic and transparent approach in marketing and communication, we focus on educating and raising awareness about our products.  

    On 82°E considering plans to introduce more affordable products to cater to a diverse consumer base, while still maintaining a balance between quality and innovation in its offerings

    We are a premium self-care brand with high-performing, high-quality products that help simplify skincare for our consumers across the globe. Our ingredients are rigorously sourced, carefully crafted and clinically tested so you can build simple, joyful, and effective everyday rituals to care for the health of your skin.

    Through our recently introduced product Minis we have enabled trialing and greater access to our products.
     

  • “Both my daughter and The Green Loom are my cherished endeavours”: The Green Loom’s Seeza Bharadwaj

    “Both my daughter and The Green Loom are my cherished endeavours”: The Green Loom’s Seeza Bharadwaj

    Mumbai: In the ever-evolving world of skincare, a new era has dawned, marked by a growing preference for natural beauty. Consumers today seek more than just flawless skin; they demand transparency and sustainability from the brands they trust. As the beauty industry pivots towards conscientious practices, skincare brands are redefining the narrative by championing authenticity, eco-friendly initiatives, and a commitment to the well-being of both users and the planet.

    Founded in 2018, The Green Loom is a direct-to-consumer (D2C) skincare brand committed to promoting and enhancing natural beauty through its range of natural products. The brand is dedicated to formulating eco-friendly skincare solutions, devoid of harmful artificial substances like parabens, petrochemicals, sodium lauryl, synthetic colors, and dyes.

    Founded by Seeza Bhardwaj, a mompreneur, The Green Loom was born out of her passion for skincare and environmental responsibility. She envisioned a brand that not only caters to diverse skincare needs but also upholds values of transparency and sustainability. She strongly believes in the nourishing capabilities of nature and seeks to enhance one’s natural beauty through the brand’s skincare range.

    Indiantelevision.com in an email chat with The Green Loom founder Seeza Bharadwaj delved into her journey as a mompreneur, the skin care brand’s establishment and distinct aspect and much more…

    Edited Excerpts:

    On the transition from being a mom to founding The Green Loom and the journey since its inception in 2018

    A: My journey toward founding The Green Loom stems from a deep-rooted passion for farming. My experience spans five years with the NGO Kheti Virasat Mission in Punjab, where I honed my skills in organic farming under the guidance of Dr. Vandana Shiva at her farm in Dehradun back in 2013. This journey led me to organise permaculture courses in Punjab, collaborating with experts like Dr. Narsana Koppula and Mr. Amol Ghag from Ficus Panda, Mumbai. Prior to delving into entrepreneurship, I dedicated almost a decade to working in various farms.

    Initially, I began working under the name ‘Green Love’, where I supported individuals with their kitchen gardens and assisted farmers in selling their produce on a small scale. However, despite the impact, it did not yield financial returns and felt more akin to social work. I attempted to emulate my mother’s successful clothing store business model but didn’t encounter success there eventually leading to closure of the venture.

    Later, when I became pregnant, my ability to travel and dedicate extensive effort diminished. Throughout, my underlying ethos remained steadfast: my professional pursuits had to be environmentally friendly and sustainable. During my pregnancy, I devoted substantial time to introspection. It was here when a discussion with a friend revealed mutual interest, prompting us to initiate The Green Loom as partners. Thankfully, our family friends, who ran a small factory producing natural cosmetics, understood my vision and requirements and we collaborated on formulations. I took care of branding such as logo design, naming, and packaging. In July 2018, we officially launched the brand – The Green Loom

    Two months post-launch, my partner opted to leave due to her impending motherhood. It was during this period, with my daughter Zahanvi at three months old, that I assumed sole ownership. Her arrival was serendipitous and a constant source of gratitude for me.

    The inception of the Green Loom was fuelled by passion. However, navigating today’s business landscape demands more than passion—it necessitates a profound understanding of business dynamics. I encountered and learned from my fair share of mistakes. I realised that marketing is the cornerstone; irrespective of producing high-quality products, without effective marketing, success remains elusive. Learning this lesson took time, but it was an essential raw material in the fabric of our success.

    On The Green Loom differentiating itself from its competitors and the brand adhering to the latest ASCI regulations

    In an already crowded skincare market, our brand distinguishes itself by adhering to our core principles of being natural, sustainable, and straightforward. Our commitment to sustainability extends to our packaging practices, favouring ‘made in Bharat’ ingredients in our formulations while minimising the use of imported elements. We prioritise reducing our carbon footprint across production and distribution processes. Emphasising multi-utility products, we steer clear of advocating an abundance of skincare items. Educating our consumers about this philosophy remains a key focus for us.

    Regarding the ASCI guidelines, we welcome these regulations wholeheartedly. There’s a genuine concern about unchecked information within the online influencer market, especially considering their significant influence on a young demographic. We’ve observed instances where young individuals, influenced by online personalities, have harmed their skin by using inappropriate products.

    While we appreciate these guidelines, there are lingering concerns. Celebrities and influencers carry significant responsibility in endorsing brand claims, yet the guidelines primarily address larger influencers with over 50k followers. This leaves a substantial portion of influencers outside the purview of these regulations.

    However, there’s a growing awareness among consumers regarding influencer dynamics. Brands now predominantly rely on social media influencers to reach a wider audience. Yet, there’s a concern for the younger generation who often take everything they see on social media at face value. False claims propagated by brands and celebrities/influencers could significantly impact them adversely.

    On The Green Loom standing out in prioritising transparency and authenticity in skincare, in an era dominated by influencers

    In the age where influencers dominate the skincare landscape, The Green Loom stands out by placing a premium on transparency and authenticity. Recognising that marketing is an essential component, I’ve invested considerable time in comprehending its dynamics. It’s evident that having the finest product isn’t enough; effective marketing is pivotal for success.

    In today’s rapidly evolving market, the allure of new trends can overshadow brands. However, our commitment lies in staying true to our core principles and values. To infuse vitality into our brand and products, we conducted a six-month study, meticulously analysing various influencers and journalists who genuinely believe in and use our products. Our approach involves allowing them to authentically experience and share their unbiased opinions with their audiences, devoid of scripted endorsements.

    During the last six months, we’ve organically garnered online reviews, emphasising genuine experiences with our brand. While we’ve just begun collaborating with influencers, our foremost objective remains creating educational content centered around skincare. Our aim is to underscore the significance of transparency and natural ingredients, ensuring that our messaging aligns with our core values.

    On challenges that have you encountered as a mompreneur in the skincare industry and these experiences shaping the brand growth

    Both my daughter and The Green Loom are my cherished endeavours. I have dedicated countless hours and effort to nurture them. For two years, I operated as a lone force propelled by passion. It’s been an emotionally charged journey—moments of solitude, frustration, and overwhelming situations that meditation helped me navigate. Throughout, I’ve consciously shielded my baby from the stresses of my business, aiming to relish both motherhood and work without regrets. I view every up and down as a beautiful memory shaping this journey.

    My initial clarity was to prioritise my daughter for the first five years. During this time, I delved into a professional course on natural skincare, extensively researched ingredients, and sought to understand consumer behaviour. I immersed myself in learning the trending ingredients and products and differentiating the role of cosmetologist and dermatologists.

    Individuals are usually reluctant to experiment with new skincare brands. To tackle this, I conducted exhibitions that helped me converse with people, gaining insight into their needs. Understanding the psychology behind customers’ willingness to invest in chemically loaded products for status intrigued me. Following this, I decided to personally engage with customers for two years, educating them about our products while learning from them. Hosting workshops on natural skincare, traditional food, and health became a means to connect and inform.

    2020 was supposed to be a defining year. Plans to expand into eco-friendly wedding invites and gifting were in motion, investments made, and our launch scheduled at a family wedding. However, the sudden lockdown in March halted our momentum, resulting in zero sales initially. Gradually, once courier services resumed, we regained our footing, adapting our business model along the way.

    On The Green Loom actively contributing to your vision of educating the younger generation about natural beauty, and the impact that you hope to make on their skincare choices

    Over the past three years, I’ve been actively engaged with a girls’ college in Chandigarh, initiating my first session through a webinar in 2020. I would like to share an incident that deeply resonated with me, affirming my ability to make a positive difference in someone’s life. Attending one of my sessions at the college, there was a 19-year-old girl, about to enter an arranged marriage due to familial pressure despite her desire to pursue education. She felt burdened by her dark complexion, a point of concern for her family. She reached out to me and after our conversation, she recognised her lack of self-love and respect. This realisation empowered her to confront her parents about her aspirations. Fortunately, her parents supported her decision and she continued with her higher education.

    I’ve extended these talks to three colleges, conducted over ten workshops, and organised webinars for the wives of Army regiments. In today’s overwhelming sea of information, particularly for teenagers, the unrealistic definition of beauty inundates them. It’s crucial to guide them towards self-acceptance and prioritise their lifestyle and dietary choices before external skincare products.

    My aim is to instil in them the importance of self-care and using skincare products out of love rather than self-hate. Sadly, societal pressures often lead these young individuals to despise their skin and bodies, driving them to use products merely to conform to a manufactured beauty standard. I aspire to change this narrative, encouraging them to embrace and nourish their natural beauty.

    On the development process of your skincare products ensuring they cater to diverse beauty needs

    Our approach to product development involves meticulous research on ingredients, prioritising formulation based on efficacy rather than following fleeting trends. Primarily utilising oils, butters, hydrosols, and herb and flower powders, we draw heavily from Ayurveda and ancient skincare wisdom. Our philosophy revolves around simplifying skincare and body care, making it both accessible and pleasurable while integrating deep-rooted knowledge.

    On future expansion plans and your vision and mission for the next three years

    The Green Loom transcends the mere sale of products; it embodies a mission to deeply engage with the upcoming generation, fostering a profound connection with both themselves and the natural world. We envision skincare as more than an external application; it’s about holistic well-being. By the end of next year we will have three separate services

    1.   E-commerce: Our platform will continue to curate and sell high-quality products. Content creation will play a pivotal role, focusing on disseminating ancient knowledge and holistic self-care practices for body and mind.

    2.   Workshops and talks: Engaging with colleges and various institutes is a significant avenue for us. These platforms not only allow us to connect with new consumers but also serve as an indirect channel for product introduction and sales.

    3.   Eco-friendly and sustainable gifting: In a world increasingly conscious of environmental issues, this remains an underexplored market. We’re passionate about delving into this realm, offering eco-conscious gifting options while raising awareness about sustainability. 

  • Global Skincare sensation CeraVe debuts in India

    Global Skincare sensation CeraVe debuts in India

    Mumbai: L’Oréal Dermatological Beauty recently unveiled its first brand – CeraVe, the #1 dermatologist-recommended skincare brand in the US*, in India.

    To support the launch and amplify its core proposition, the brand hosted ‘Skin Barrier Science – A Dermatological Summit’ in Mumbai, with key dermatologists, experts, and partners coming together from all over India and the world to highlight the importance of providing patients with access to dermatologically recommended skincare solutions in India.

    Speaking at the launch event, L’Oréal India L’Oréal Dermatological Beauty – director Rami Itani said, “We are excited to launch the L’Oréal Dermatological Beauty division in India, starting with CeraVe, one of the most trusted skincare brands globally. According to a study conducted by the Indian Ministry of Health & Family Welfare, we deducted that India has one of the lowest ratios of dermatologists to consumers in the world, and we believe that consumers deserve to have access to dermatological solutions that are effective and safe. We observed an increasing demand among consumers for skincare that is backed by science and recommended by healthcare professionals. With this launch, we aim to bridge this gap and meet the needs of our consumers, by providing access to expert dermatological care and effective skincare solutions.”

    CeraVe’s unique formula has been developed with dermatologists and contains three essential ceramides that restore the skin’s natural barrier, leveraging MVE (Multivesicular Emulsion) technology, an exclusive delivery system that provides long-lasting hydration. CeraVe has a comprehensive portfolio from gentle cleansers to moisturizers and specialized treatments, which offer clinically proven solutions that cater to various skin concerns. CeraVe’s efficacy is clinically proven on Indian skin as the moisturizing cream has been tested on mild to moderate cases of atopic dermatitis as well.  

    A special feature of the event was an educational experience zone, led by Dr. Namita Misra, head, Omics Teams for Exposome Advanced Research, L’Oréal France, who shared the science and research that goes into CeraVe, both globally and in India. A futuristic take on the event was the presence of Dr. Muneeb Shah in holographic real-time interactive form. Dr. Shah is a globally renowned US-based dermatologist known on social media as doctorly. He provided a masterclass taking the attendees through his experience and social media tips to bring the voice and expertise of dermatologists closer to consumers.

    Leading international dermatologist, Dr. Giuseppe Micali coming from Italy, spoke about the importance of Skin Barrier Science and the role of Ceramides in the restoration of the skin barrier and improvement in skin quality.  Senior Indian dermatologist Dr. Neena Khanna who was the head of the dermatology department at AIIMS hospital in Delhi shared the results of a local clinical trial that was done in India to prove CeraVe’s efficacy on Indian skin. A panel discussion was held to better understand skin conditions prevalent in India and the role of ceramides in protecting the skin barrier and improving overall skin health.

    CeraVe is available in dermatology clinics, chemist stores, e-pharmacies, and on Nykaa under the dermatological banner.

    * In the United States, Source : IQVIA, Provoice Survey, Rolling 12 months data as of November 2022 including 38 Skin categories. ^Clinical Test on 120 Indian Consumers, June 2023. Tested on Indian Skin with Moisturizing Cream.

  • Priti Rajput joins WOW Skin Science as VP marketing

    Priti Rajput joins WOW Skin Science as VP marketing

    Mumbai: D2C beauty and wellness brand WOW Skin Science has appointed Priti Rajput as vice president-marketing (WOW Skincare and Haircare). In her new role, she will work closely in developing marketing strategies and plans across channels & mediums. 

    Her core responsibilities will entail strategizing and leading communication campaigns to drive brand goals across topline and bottom-line for the skincare and haircare portfolio, directing and coordinating marketing efforts to deliver on the brand’s growth across online and offline channels. She will also be in charge of identifying potential white spaces for the next round of growth leaps. 

    With her vast repertoire in the field of innovation, brand management and marketing for over twelve years, she has led the personal care portfolio for the GoodGlamm group and was the global head of category, hair colour, hygiene for Godrej Consumer Products Limited. She was also responsible for haircare and skincare for Loreal Paris South Asian market. Priti has also lent her expertise as a senior manager for innovation and marketing mix development for Garnier Hair Care in India and Australia. 

    Speaking about her new role, Priti Rajput said, ‘’WOW Skin Science’s values and ethos of providing consumers with safe and natural solutions while ensuring a greener tomorrow has always resonated with my own personal values. I am excited to be a part of this dynamic team and look forward to leveraging my skills and expertise to further strengthen WOW’s position as the go-to beauty and personal care brand.”

    Adding to this, WOW Skin Science co-founder Manish Chowdhary said, “We are delighted to welcome Priti to the WOW family. Her rich experience in innovation, brand management, and consumer insight, will prove resourceful in helping WOW Skin Science to thrive and grow in this age of digital transformation. We believe that she will be a tenacious leader who will help WOW Skin Science great heights in the near future.’’

  • 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.”

  • Joy Personal Care, KKR come together for #BeingEqual campaign

    Joy Personal Care, KKR come together for #BeingEqual campaign

    Mumbai: Joy Personal Care, a homegrown skincare brand from the aegis of RSH Global, in continuation to their recently announced partnership with Kolkata Knight Riders (KKR) has initiated #BeingEqual brand campaign. This multi-platform campaign will highlight the existing gender inequalities faced by women across professional environments. This first-of-its-kind brand campaign is an initiative that has been undertaken, not to promote a product or service, but only to hold a mirror up to the society and mobilise against the issues being faced by women on a daily basis.

    “Gender equality and women rights are considered as the fifth, among 17 sustainable development goals (SDGs) by the UN, and this campaign is a serious movement toward the betterment of women rights in society. Joy Personal Care endeavours to inspire this very change by leveraging one of the largest consumer outreach platform, for societal welfare,” said the brand in a statement.

    As a part of the campaign, the brand is launching a film featuring KKR players in it. The film introduces a strong message on equality, where male cricketers address the systemic inequalities faced by women in sports, and other businesses as well. #BeingEqual, intends to ask pertinent questions and inspire efforts to bring an equilibrium in society.

    The film showcases the three cricketers in a dark setting, spray-painting on a surface, while a voice-over talks about how unfortunate it is that even though women are capable of greater things, they are not always recognised as equals. The film then reveals the spray-painting to be the rendition of an empowered woman.

    “The brand Joy has always stood for empowering women and breaking archaic stereotypes. With such an important message being delivered by members of KKR, we aim to inspire much larger audiences, including businesses, to support and actively promote gender equality,” stated RSH Global chairman Sunil Agarwal.

    “Joy’s association with KKR itself raised a lot of questions, how much sense does it make from a marketing and media perspective? But, I truly believe, it’s time we look at this association from a different lens,” commented RSH Global CMO Poulomi Roy, adding, “Hence, for the first time, a brand film is being made to drive a strong message instead of a call to action TVC. The idea was to leverage the reach of the tournament to build awareness and visibility through logo exposure and simultaneously drive home a strong message about gender equality.”

    “We realise that the youth of today enacts, reacts, adores and accepts brands that support and promote a cause. This campaign will certainly make consumers resonate with our brand story. We encourage audiences to participate in sending a message through social media, and are proud to reward those who raise their voice in support of equality,” Roy further said.

    Pulling out a leaf from the brand’s vision of ‘breaking the stereotypes’ the main campaign will be accompanied by two social media campaigns in this direction, the brand said.

    –          ‘Reel it with us’ an Instagram contest, will be for audiences to creatively present their lip-synced interpretations of the TVC film audio. Winners will be awarded with exciting merchandise

    –          #WhoEqualsTheGame contest will reward user generated posts where audiences will name a person in their lives who breaks gender stereotypes, celebrating real-life heroes bringing a change. Winners stand to win hampers, match tickets and even a meet and greet with the players from KKR.

    “It is refreshing to see a brand partner using the association with KKR and harness the reach of such a widely viewed platform to raise awareness about a worthy cause. We are proud to partner with Joy Personal Care on their initiative to drive conversations on equal opportunity for all gender,” said KKR CMO Binda Dey.

  • Good Vibes ropes in Yami Gautam as its brand ambassador

    Good Vibes ropes in Yami Gautam as its brand ambassador

    Mumbai: Good Vibes, a Purplle-owned skincare brand, has announced Yami Gautam as its brand ambassador. The Bollywood actor will feature in the brand’s first full-scale campaign introducing Good Vibes and its signature Rosehip range.

    As a brand ambassador, Gautam will accelerate the brand’s mission to deliver ingredient-led skincare to women across the country. “In the recent past, she has emerged as a strong influence for embracing her natural self and has inspired women to explore their natural beauty. This has strong synergy with the brand’s belief of using natural beauty ingredients while staying away from harmful chemical ingredients,” said the brand in a statement.

    In keeping with the same spirit, Good Vibes and Yami join hands to launch the first-ever brand campaign #GlowKaMissingPiece. The campaign will be a series of two films and multiple shorties with 200+ influencers amplifying the campaign across social and digital channels. The film sees Gautam imagining, in a fun playful manner, how marriage would feel if critical elements at different ceremonies were missing. 

    “My perception of beauty has always been to be your natural self in what makes you comfortable, and it feels great to work with a brand that echoes the same values,” said Gautam. “Good Vibes is truly a brand that demonstrates the purity of nature in its products and has over time become a confidante for all my beauty needs.”

    Good Vibes offers an array of skincare and haircare solutions, including, face wash, serum, facemask, shampoo, shower gel, and facial oils, all inspired by nature’s goodness. “The brand was born out of the consumers’ need for accessible, ingredient-led natural skincare products,” stated Purplle.com chief business officer Nippun Aneja. “Yami, with her charm, confidence, and authenticity, exuberates beauty for all. With her strong connect with the Indian audience, we envision Good Vibes reaching every household across the country.

    “As we kick-start our first campaign, #GlowKaMissingPiece, we will continue to create magic with Yami, inspiring women to be their best selves,” Aneja added.

    “In a cluttered beauty space of sameness, with #GlowKaMissingPiece we found the right balance for a light hearted story told through Yami Gautam. A striking visual that also communicates the larger product benefit of a healthy natural glow,” said Ideas Farm director – brand services Priyanka Dey.

  • Nivea unveils new campaign for its ‘Naturally Good’ skincare range

    Nivea unveils new campaign for its ‘Naturally Good’ skincare range

    Mumbai: Skincare brand Nivea has introduced its latest skincare innovation – ‘Nivea Naturally Good’. The brand has unveiled its latest campaign featuring Bollywood actor Taapsee Pannu. The all-new product range has more than 95 per cent natural origin ingredients and eco-friendly packaging, said the company.

    The film, conceptualised by Publicis One Touch, showcases the actor talking about all the things that Nivea’s new product lacks with the statement “Naturally Good mein kaafi cheezon ki kami hai”. She then goes on to reveal what it lacks: From no harmful chemicals to 50 per cent less plastic. The new Nivea Naturally Good body lotion is then unveiled, with 98 per cent natural origin ingredients & eco-friendly packaging making it a dual favourite that is “Good for Nature & Great for Skin”.

    “Nivea always aims to establish the promise of care in every product and campaign. Our new range of Nivea Naturally Good products embodies our corporate purpose of ‘Care Beyond Skin’,” said Nivea India marketing director, Ajay Simha. “Through the new campaign, we want to reach out to our young consumers who believe in the strength of natural ingredients & are conscious of nature while selecting their products.”

    The New Nivea Naturally Good range consists of body lotions, deodorants, roll-ons and shower gels. The 360-degree campaign is launched on television and digital platforms and will further be amplified through various other media.

    “We have all seen the surge of skincare products that use natural ingredients. But what sets Nivea Naturally Good apart is that while it takes 95 per cent+ of its ingredients from nature, it also gives back with eco-friendly packaging,” said Publicis One Touch, executive creative director, Chandani Samdaria. “We wanted the campaign to be as honest as the range and that’s how the campaign idea ‘Good for nature, Great for skin’ was born. And thereafter Taapsee’s genuinely effervescent personality just makes it come alive.”

    Nivea had also taken a step further in Caring Beyond Skin, starting with the World Environment Day, to partner with SankalpTaru in planting more than 10,000 trees in the rural areas of Karnataka and Assam, encouraging consumers to virtually adopt a tree of their own on the purchase of every Nivea Naturally Good combo. The brand’s latest range of products is now available in general stores, chemists, retail chains, and online stores across India.

  • Jayant Chauhan joins Mamaearth as chief technology & product officer

    Jayant Chauhan joins Mamaearth as chief technology & product officer

    NEW DELHI: FMCG brand Mamaearth has appointed Jayant Chauhan as chief technology & product officer. In his new capacity, Chauhan will oversee the overall product strategy and engineering and will lead the product development and infrastructure teams.

    Mamaearth has exhibited disruptive growth in the last four years, and to further accelerate the scale-up, they’ve decided to add Jayant to the team who brings with him over 15 years of systems and product development expertise. Most recently, Jayant served as the chief product officer at PolicyBazaar wherein he spearheaded the consumer product and martech groundwork and enabled a more tech-oriented approach.

    With a masters in mathematics and computing, Jayant has played a pivotal role in structuring and strengthening the product and technology verticals of organizations like Samsung, Airtel, Reliance Jio and Zomato. He has been brought into the system to lead the technology vertical and augment the product interface and make it more efficient. 

    Chauhan will be based out of the Gurgaon office. His appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth.

    Mamaearth founder and CEO Varun Ghazal said, “It is critical to constantly innovate and keep pace with the technological advancement to make the consumer experience enjoyable and seamless. The brand is at a tipping point wherein it is crucial to build a strong foundation to sustain the disruptive growth the brand envisions, and hence we brought in Jayant. We welcome him to our family and are confident that under his leadership, the technological disruption will continue to grow from strength to strength.”

    Chauhan stated, ‘I am extremely enthused to lead Mamaearth’s vision of creating tech-enabled products, that is set out to redefine the personal care industry. Mamaearth has established itself as an innovator and has assembled a leadership team that is second to none. I hope to sustain this distinction. I look forward with confidence to working with their creativity to realise unique results for the consumers.’