Beauty and cosmetic market is growing rapidly in India. New beauty brands are being launched and every brand is trying to differentiate itself. You must have seen the ads of many brands in which Bollywood actresses are seen, but you will be surprised to know that there is a beauty brand which took a unique step and surprised the entire industry. This company made famous Bollywood actor Siddharth Malhotra the face of its makeup brand. The special thing is that Siddharth became the first man to promote a lipstick brand. This idea changed the fortunes of Good Glamm Group’s company MyGlamm and the company’s earnings reached crores in no time.
Today, MyGlamm is a fast growing beauty brand in India. But a special marketing strategy has played its role in taking this brand to this point. When the company planned to start its marketing campaign, they did not have much budget. The company was able to keep an advertising budget of only Rs 30 to 40 lakh. Whereas top actresses in the industry charge Rs 50 lakh to Rs 1 crore for lipstick promotion. In such a situation, it was difficult for MyGlamm to feature a big actress in the ad. This is where the brand changed the game.
The company played an amazing game
The company moved away from traditional marketing and adopted a new approach. MyGlamm decided that they will not make any big actress but Bollywood star Siddharth Malhotra as the brand ambassador. This idea was as unique as it was risky. The market of lipstick and makeup has always been associated with women. In such a situation, making a man a lipstick promoter was a big experiment.
But the company played this gamble and it worked. The company adopted “Pattern Interrupt Strategy”. In this strategy the brand breaks the old patterns present in the minds of the customers. For example, actresses are always shown in lipstick ads. But MyGlamm changed it and brought Sidharth Malhotra to the fore.
Sales of lipstick products doubled
This was new and shocking for people. The ad started going viral. Everyone started discussing why a man is doing a lipstick ad? This ‘confusion’ gradually turned into a social media discussion. Millions of views came, shares increased and most importantly, people’s curiosity increased. People visited the brand’s website, viewed the product and started purchasing. According to the company’s sales data, after this ad campaign, the sales of MyGlamm’s lipstick product increased manifold.
Why was this idea successful?
Even today in a country like India, beauty and makeup are associated with women. So the brand knew that when a man promoted a lipstick, it would become a big topic of discussion. Apart from this, Siddharth Malhotra’s youth fanbase is very big. His popularity is among both men and women. Siddharth’s fans started knowing about the product after seeing him.
The brand changed the whole game just by changing the face. Also, the brand did a big promotion in an affordable budget. The unique ad idea of the brand was to feature the actor in the lipstick advertisement. This ad spread like wildfire on social media. There was a huge discussion about this ad especially on Instagram and YouTube.
Company’s earnings increased
The company’s sales increased due to customer curiosity. This discussion led people to purchase. Today MyGlamm has become not just a makeup company but a trendsetting brand. MyGlamm has registered a big growth in its earnings in FY23. The company’s revenue has increased to around Rs 603 crore (about 72 million dollars).
MyGlamm took a different approach to increasing sales of its D2C beauty brands. The company bought big media platforms like POPxo and ScoopWhoop and used them for advertising and promotion. Millions of users visiting these platforms directly access MyGlamm products and purchase from there. This shows that the sales and business of the brand are growing very fast. With this initiative, the company proved that marketing of big companies is not always done with a lot of money but on strategy.
