GlobalSpa
22-Oct-2020
In an era of selfies, video calls, and social media, the cosmetic industry is being redefined as we speak. Concepts and notions that were steering business strategies yesterday may not be on point anymore. Mr. Pankaj Kodesia, Chief Strategy Officer, Greyon Cosmetics LLP takes a deeper dive into how far we have come.
Beyond Skin tone
With cosmetic giants finally shedding tags like “fair” and “white” to more acceptable and realistic USPs such as “bright”, it looks like India is finally ready to bury its prejudice against skin tone. Dark skin is slowly emerging from the shadows of medieval taboos as being less desirable, and beauty products are catering to a much larger palette of skin tones than before.
Beyond Region
India is such a huge country that its physical attributes vary from north to south and east to west. Brands have therefore taken it upon themselves to break the barriers of defining beauty through singular facial stereotypes. We’ve seen an emergence of diversity and representation from all parts of the country in advertisements and commercials promoting beauty products in the recent past
Natural Ingredients
Paying homage to India’s rich heritage, cosmetic and personal care brands are rediscovering ancient Indian ingredients and their benefits and re-introducing them in their beauty recipes. But this isn’t a trend restricted to India. Luxe names across the world have recognized the magical powers of Indian potions and incorporated them into their portfolios.
Social Responsibility
Whether it’s using safer materials, not harming any animals, or using biodegradable packaging, the Indian Beauty Industry is embracing social responsibility with its arms wide open, with an increasing number of brands going completely organic. Child labor laws are being followed strictly in manufacturing units. Most brands run campaigns like “Beauty for a Cause” where they stand up for current issues, political and apolitical; be it gender equality, women empowerment, LGBTQ rights, and more. Beauty today is as we believe at Greyon, “Beauty for All”.
The Impact of Social Media
With the highest number of WhatsApp users in the world and one of the highest internet users in the world, the youth today are integrated into the digital world. They don’t need to travel to Paris or Milan to know about the latest fashion and beauty trends. All this information is at their fingertips so, there’s no dearth of talent. You can find fabulous makeup artists in the nooks and crannies of small towns—a girl who hasn’t stepped out much, but knows exactly how to nail “smokey eyes”. It’s truly astonishing and it’s not just girls, boys are experimenting with makeup like never before;
Availability & Accessibility
In addition to social media, e-commerce has given people exclusive access to the industry. Today, one just has to think of a product and can have it the next day. With so many beauty brands being supported by various platforms, the Indian buyer is spoilt for choice. Even the price points are extremely competitive, with promotions and offers keeping buyers on their feet all year round. This has truly enabled an unprecedented surge of innovation, creativity, and novelty in the beauty industry. Additionally, with the “Make In India” campaign, the country’s beauty brands have an opportunity to use indigenous resources to their advantage and dazzle the world in a whole new light!
