Beauty Buffet: A Smorgasbord of Options
From an explosion of brands and price points to a dizzying array of innovative products and techniques, the modern Indian woman is embracing a new era of self-expression and empowerment through beauty.
There's a huge movement towards holistic wellness and self-care, driving massive growth in the industry, particularly for direct-to-consumer brands.?? There is a wave of innovative indie brands and celebrity lines capturing the market.? Plus, online platforms like Nykaa are making beauty more accessible than ever, delivering products right to the doorstep. And let's not forget the allure of "beauty minis"! These perfectly portioned products offer a taste of luxury at an affordable price, making high-end brands accessible to a wider audience.? Alongside, the male grooming market is also booming, with brands like Emami and Man Company catering specifically to men's needs.
Given the range of options now available, something to suit all budgets, different skin types, and different consumer needs—navigating the "beauty buffet" can feel like an overwhelming feast of choices.? Suddenly, the consumer is faced with a plethora of options, each promising to be the one best suited. Price, brand recognition, specific ingredients, desired texture, and beauty benefits – are trade-offs that play on the consumer's mind while deciding on what to purchase.? Do you go for the familiar, trusted brand, even if it's a bit over the budget? Or do you take a chance on a new, trendy product with rave reviews, even if you're not sure about the ingredients? How do you find the product that's truly right for you?
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This abundance of choice presents a unique challenge for marketers.? How do you break through the clutter and resonate with consumers?? It's no longer enough to simply showcase the product's benefits. It's important to understand the decision-making process: the trade-off between familiarity and novelty, the weight of price versus ingredient consciousness, the influence of reviews and trends, and the increasing loyalty to the benefit rather than the brand. ?
Written by Archana Gupta , Executive Director
Service Line Leader-Market Strategy & Understanding
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An award winning reputation management specialist
8 个月It is also to do with functionality. Seasonal relevance. In summer you want to wear something light - like a balm or a gloss or a tint. From thick nail lacquers to mattes or gels or thin coats. During monsoon the focus moves to non transfer and smudge proof choices. Tints are a new phenomenon. MBOs work well for the discerning Indian consumer. Q commerce has brought access to beauty products beyond brick and mortar and online. Happiness is 10 mins away for your beauty choices. What is your view?