Two Indian cosmetics brands, Lakmé and Sugar Cosmetics, launched distinct marketing campaigns highlighting the theme of women’s empowerment to mark International Women’s Day 2023. Through campaigns linked to relevant social causes, such as women’s rights, these brands are connecting with young Millennial and Gen Z cohorts, who will power the future growth of the $16 billion Indian cosmetics and toiletries market*, says GlobalData, a leading data and analytics company.
Bobby Verghese, Consumer Analyst at GlobalData, comments: “Hindustan Unilever Limited’s (HUL’s) Lakmé launched its #UnapologeticallyMÉ campaign to encourage women to wear fashion and beauty styles boldly without feeling guilty or justifying themselves to society. The campaign sheds light on the social prejudice against women who wear fashionable makeup or clothing. HUL plans to extend the campaign through the Lakmé Fashion Week in March 2023, where the company will launch new products that imbue the campaign’s philosophy. With the new campaign, HUL’s is aligning the 70-year-old Lakmé brand with pertinent issues of the youth.
“Sugar Cosmetics unveiled its #BeYourOwnMuse campaign to inspire women to overcome insecurity and be confident. The company posted an Instagram video featuring nine ambitious working women being asked what advice they would give to their younger selves. The women emphasized self-belief and confidence in chasing passions and opportunities. This ties in with the company’s 2022 campaign, #EveryWomanIsAWonderWoman, which encouraged women to embrace their virtues and flaws and love themselves completely to overcome self-consciousness in the social media age.”
Francis Gabriel Godad, Business Development Manager, GlobalData India, adds: “These marketing campaigns are stimulating conversations on the social issues that impact modern-day Indian women. Brands espousing such social causes can win consumer goodwill as revealed by GlobalData’s Q3 2022 consumer survey, wherein 34% of Indian respondents said that they actively look for ethical brands and brands that support social causes when making a purchase**.”
“The emotional connection forged by the brands can elevate the user experience beyond the product’s features. Consumer experiences linked to social causes, such as gender equality, can help brands in winning consumer loyalty and pockets, especially among new-generation women. This is corroborated by GlobalData’s 2022 survey finding that 45% of female Indians are willing to pay more for products or services that support gender equality causes**. Notably, the trend is more skewed towards the Gen Y and Gen Z consumer cohort**.”
Verghese concludes: “International trends on gender equality and gender fluidity are influencing young Indian consumers. More cosmetics and apparel makers are pledging support for such social movements. However, companies need to align corporate actions with the ethos of their marketing campaigns. Else, consumers will perceive the branding activity as mere social washing.”
* GlobalData Consumer Intelligence Center—Market Analyzers, accessed in March 2023
** GlobalData Q3 2022 Consumer Survey—India, with 508 respondents, published in September 2022
