Bare Anatomy: The Next Generation Beauty Brand & Their Influencer Marketing Journey
By Rachit Juneja
April 8, 2021
“We aim to solve our consumers’ unique concerns by putting data-driven tech and advanced scientific research right at their fingertips through our quiz.” - Mansi Sharma, Social Media Manager, Bare Anatomy
Bare Anatomy is a next-gen beauty brand that focuses on the personalization of hair and skin products. An out-of-the-box and innovative concept, backed by advanced science and creativity makes Bare Anatomy a perfect balance of the heart and the mind. The company started with the aim of revolutionizing the personal care and beauty industry, starting with hair & skincare products that include shampoos, conditioners, pre-shampoo masks, face cleansers, night creams, etc.
Mansi Sharma is a motivated and ambitious marketer with experience in the field of Digital Media. She currently holds the position of Social Media Manager at Bare Anatomy and her forte lies in Social Media and Influencer marketing. She has managed over 100 influencers in the past one year for Bare Anatomy. We got in touch with her to find out more about Bare Anatomy’s influencer marketing campaigns, and here’s what we found out:
About your brand and product category:
“At Bare Anatomy, we’re trying to disrupt the traditional beauty industry by providing personalized and clean beauty solutions. We want today’s consumer to embrace their uniqueness and with this purpose in our mind – we launched personalized hair care and skin care products.
The beauty industry is diluted with products. The consumers are not only confused but also compelled to do hit and trial for their needs. We wanted to save time, help consumers discover what they actually want, and then create a dynamic product that would suit them. Our message is simple - We aim to solve for our consumer’s unique concerns by putting data-driven tech and advanced scientific research right at their fingertips through our quiz.”
For a particular campaign, how do you decide on influencer marketing for it? How do you decide on the budget allocation basis of the marketing objective?
“Our main focus is always the messaging. We want to know what our consumer thinks as well as communicate our idea to them. We start with a core idea/messaging, decide on the budget, shortlist profiles and close the deliverables.
I believe that there’s no hard and fast rule to set marketing budgets for influencers. Influencer marketing can be done on a big budget as well as on a cost-effective budget depending on what approach a marketer takes. For us, influencer collaborations are not just about promoting the product but also about opening the door to a meaningful relationship with them. Our budget allocation primarily depends upon our advertising/marketing for a particular month.”
How do you measure the ROI?
“We take a lot of metrics into account but majorly these three help us measure the ROI - Cost per Engagement (CPE) – the number of likes, shares or comments, Cost per Acquisition (CPA) – the number of sales or generated leads and Cost per Click (CPC) – number of actions taken when consumers view or interact with influencers.”
Tell us about the process of shortlisting influencers?
“I believe that a lot goes into picking the right influencers rather than simply spotting people who have a lot of social media followers. It takes time, dedication and research to identify the right ones that are worth the effort. We always look for the type of influencers who have credibility within their communities. I think that the best practice anyone can pick is that not all followers pay attention. In a lot of cases, an influencer can have 200k followers but won’t be able to give a good ROI while an influencer with 20,000 followers can drive sales. Our mantra for shortlisting influencers is looking for the community over followers.”
Do you have any long-term associations with influencers?
“Of course, I feel long-term collaboration is the way to go for any brand. I don’t think that any one-time collaboration is effective enough to leave an impression on the audience. The space is competitive and hence, requires different and more effective strategies like long-term collaborations for results. We’re coming up with an exciting opportunity for the influencers on these lines soon.”
How has Covid 19 impacted your market?
“Initially, Covid-19 was bitter for us just like any other D2C brand in the startup space. I strongly feel that the personal care sector is much more agile to bounce back. We launched our skincare line during the pandemic and grew 4x in terms of revenue.”
What is one thing you’ve learned from influencer marketing by other brands?
“One thing that I admire the most and have learned from influencer marketing by other brands is the crisp messaging. It’s always easy to tell your story yourself but strategizing the best way in which an influencer can tell your brand’s story is something a lot of brands are acing right now which should be applauded well.”
What is a recent trend in influencer marketing that you think is here to stay?
“This has to be the feeling of relatability that an influencer provides through their content. Influencer marketing is evolving at a high pace. No longer do we see poor quality content, with no creativity making it to the explore feed. The influencers are smart, they are leveraging on the relatability factor with their audience.”
Do you see any innovation coming up in the space of influencer marketing?
“Absolutely, with creative minds like Akshar Pathak, Vishnu Kaushal, Komal Pandey making it big, there’s no doubt that this industry won’t innovate. There’s a huge scope of innovation with new trends, concepts, ideas going live every day.”
If you were to summarize your influencer marketing strategy in 1 word, what would it be?
“One word for our influencer strategy is relatability. Our brand revolves around the customer. Customization can’t be done without the customer at the center of it. Hence, relatability and connection are the keys. We make sure our customers get acquainted with the idea of customization by hearing it from the people they relate with. Hence, when the favorite influencers talk about custom beauty, the potential customers feel connected with the brand even before interacting with us.”
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