Our goal is to introduce everyone to the world of branded makeup and provide safe, chemical-free products – JAYANTI CHOUDHARY - BLUE HEAVEN COSMETICS
By Rachit Juneja
Feb. 16, 2023
Blue Heaven's objective
As the head of a beauty brand in India, I am proud to say that we are known for democratising beauty. Our brand offers a wide range of affordable makeup products, all manufactured in-house in India. Our target consumers are from humble backgrounds and are often neglected by other known brands. Our goal is to introduce them to the world of branded makeup and provide safe, chemical-free products. We have been doing this for the last five decades and our brand positioning has been successful in reaching remote parts of India.
What led you to your current role, considering your background, education, and work experience?
I come from Delhi and have a background in advertising and marketing. My first job was with Walmart India as part of their initial marketing team where I spent 5.5 years. I then moved to fashion retail and worked for Raymond as the marketing lead for their brand Colorplus for 4.5 years. I wanted to try something new and exciting, so I took an opportunity in the emerging beauty industry and have been here for 3.5 years.
Your experiences and insights in understanding influencer marketing and how it has evolved over time?
As a professional with experience in retail and fashion, I have seen the growth of influencer marketing in the beauty industry. The democratisation of social media has made influencer marketing a vital tool for creating brand awareness and building trust with consumers. However, choosing the right influencer is important as not every influencer is equally effective & relevant for your audience and the impact of their content can be unpredictable. I have learned that influencer marketing can be a valuable tool, but it's important to have realistic expectations and be mindful of its limitations.
How do you reach customers who are beyond the traditional beauty market?
We reach customers through our large offline network, being present in almost every city and town in India, especially in North India where we have a strong presence. We also have a strong online presence on all e-commerce platforms and Instagram. The consumers we cater to are evolving rapidly, with access to information and higher aspirations. The challenge is to keep providing affordable & trendy makeup to this market.
What's your strategy for social media?
As a brand, we strive to create our own unique identity in a predetermined social media landscape dominated by larger analytic brands. Our strategy involves targeting Hindi-centric or local language-speaking consumers by partnering with local influencers and incorporating the local language vernacular into our content planning. Although we aim to offer a personalised experience, social media platforms still limit us to some extent with their templates.
How does influencer marketing help in building trust among your target audience?
As a marketer in our brand, I understand the importance of influencer marketing. There are certain inhibitions in consumers' minds regarding affordability and quality. To break this barrier, we work with reliable influencers that the consumer trusts and follows. This helps us to convey the message about the quality of our products. We put our products through rigorous testing, but the perception of affordability sometimes becomes a barrier for consumers. That's where influencer marketing comes into play, it helps us break that barrier and increase our brand's reliability and trust.
Anyone recent influencer marketing campaign of yours which resulted in satisfying ROI?
I was part of a successful marketing campaign for our newly launched makeup and skincare products during Diwali. Our budget was high to create enough noise in the crowded market. We partnered with Josh, a user-generated content platform, to create a hashtag challenge that saw great returns. The same challenge was replicated on Instagram where we roped in popular influencers like Hina Khan and Tejaswi Prakash. This drive not only helped increase brand awareness but also saw a 100% jump in sales. Our influencer campaign was one of the most successful, especially during Diwali, when we wanted to have a unique voice for the brand.
When do you feel that your brand's going in the right direction?
As a brand in the beauty industry, I see constant disruption with new brands emerging daily. However, when an influencer approaches us and wants to collaborate, it is a compliment to us. It means that something about our brand, whether it be our content, product or something else, has resonated with them. In comparison, the fashion industry is less disruptive and more stable with established players like Shein and Urbanic dominating. The beauty industry is a constantly evolving space, but when an influencer endorses us, it is a positive indication that we are on the right track.
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