How cosmetics brands in India could gain consumer loyalty?

GlobalData suggested that brands highlight their stance on equality issues. 

Cosmetics brands in India could gain consumer loyalty through campaigns linked to social issues, such as gender equality, GlobalData reported. 

Citing Lakmé and Sugar Cosmetics, GlobalData noted the two brands have already launched marketing campaigns that seek to empower women, in line with International Women’s Day in March. 

“Hindustan Unilever Limited’s (HUL’s) Lakmé launched its #UnapologeticallyMÉ campaign to encourage women to wear fashion and beauty styles boldly without feeling guilty or justifying themselves to society,” Bobby Verghese, Consumer Analyst at GlobalData, said. 

“The campaign sheds light on the social prejudice against women who wear fashionable makeup or clothing. HUL plans to extend the campaign through the Lakmé Fashion Week in March 2023, where the company will launch new products that imbue the campaign’s philosophy.”

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The brands intend to tap the young Millennial and Gen Z, expected to drive India’s cosmetics and toiletries market to a growth of $16b.

“These marketing campaigns are stimulating conversations on the social issues that impact modern-day Indian women,” Francis Gabriel Godad, Business Development Manager, said. 

“Brands espousing such social causes can win consumer goodwill as revealed by GlobalData’s Q3 2022 consumer survey, wherein 34% of Indian respondents said that they actively look for ethical brands and brands that support social causes when making a purchase.”