Mamaearth vs. WOW Skin Science - Who wins the digital race of 2020?
By Rachit Juneja
Dec. 7, 2020
Mamaearth and WOW Skin Science are the biggest rivals in the Beauty Category when it comes to natural and toxin-free products. Both beauty brands involve themselves into a number of associations and collaborations with influencers and celebrities, on both - macro and micro levels.
“Mamaearth’s marketing campaigns and brand communication is centered around the promise of using only the best of nature in its products”, says Ghazal Alagh, Co-founder of Mamaearth.
The company has been working with social media influencers to spread awareness about the products and their USP, and build credibility among health-conscious users. Recently, it launched a new campaign called ‘Goodness Inside,’ with the objective of strengthening the brand’s image with ‘Goodness.’
WOW’s vision is to lay the foundation for sustainable and responsible beauty and wellness products in the industry. They aim to curate formulations that are derived from age-old beauty and health recipes. Their products are renowned for being natural and eco-friendly right from packaging to product content. They launched a campaign called #TrashYourSpam in a bid to fight digital pollution, which was yet another significant step by the brand towards cementing their commitment to sustainability.
Mamaearth has always been associated with a diverse set of influencers and celebrities for their campaigns. According to Sheeko’s Brandscore Ratings, Mamaearth started off with collaborations with celebrities such as Shilpa Shetty who also happens to be their brand ambassador, Radhika Madan, Neha Dhupia, Avneet Kaur, and others. Now, the brand has started associating with micro-level influencers belonging to different states and cities of India, in order to reach a wider audience. Another important observation is that Mamaearth believes in collaborating with influencers beyond the beauty category, which is a strategy that has worked very well for them.
WOW Skin Science’s current brand ambassadors are Bhumi Pednekar and Disha Patani. Having Bollywood celebrities as the faces of the brand is always an added advantage. They have associated with influencers like Jassie Gill, Dipika Kakar, Radhika Seth, and others. WOW also collaborated with a number of macro and micro-level influencers to reach wider audiences. They also believe in maintaining their presence on Facebook and Youtube apart from Instagram. Influencers like Himanshi Athwani have done fully dedicated videos/vlogs for their products.
According to Sheeko’s activity graphs, both the brands have been moderately active on digital platforms. Mamaearth has performed slightly better than WOW in the past few months owing to their constant influencer collaborations, #TouchOfGoodness, and #PlantGoodness campaign.
Conclusively, it is a tough task to choose which brand did better digitally in 2020, as WOW picks up in the race with their presence on platforms other than Instagram. Both the brands have been performing wonderfully in terms of their online presence and we hope they continue to do so in the long run.
Recent Articles
