In a two-part exclusive deep dive, industry experts Deepti Gujar Kulkarni, CEO and Founder of Kass; Harmeet Singh, Chief Brand Officer – Asia South of The Body Shop; Ishvani Patel, Founder and CEO of ILEM Japan; Karan Raj Kohli, Co-Founder of Salt Oral Care; Naveen Murali, Vice President of Marketing at SUGAR Cosmetics; Saahil Nayar, Co-Founder and MD of Mila Beauté; and Vidushi Goyal, CMO of Swiss Beauty, offer perspectives on personal care trends, innovations, and marketing strategies for the festive season.
In the second part of the story, the brand heads offer insights on the shifting consumption trends and outline how they are leveraging technological advancements and digital platforms. They also reflect on how they are highlighting the cultural significance of the festive season through their products and marketing strategies. (For Part 1 of the deep dive click here)
Revealing SUGAR Cosmetics‘ media mix for festive campaigns, Naveen Murali shares how it is designed to maximize reach across diverse customer segments, with a strong focus on digital platforms. “We are live on TV across key markets, and in certain markets—especially where we cater to a premium audience—we lean more heavily towards digital to drive incremental reach.
Murali continues “Given our access to 2.9 million+ followers on our Instagram page and similarly across other channels, we leverage social media extensively, along with influencer collaborations and targeted digital ads, to engage with consumers with meaningful content.”
“We’re exploring innovative technologies like AR and AI to enhance customer experiences, especially on our app, and create immersive, personalized interactions that resonate with today’s tech-savvy audience. This balanced approach ensures we connect meaningfully with our target segments across multiple touchpoints,” adds Murali.
The Body Shop’s media mix and tech integration
Speaking on the topic of media mixes and technological integration, Harmeet Singh says that The Body Shop is integrating both digital and retail channels to ensure a seamless shopping experience during the festive season. “Our focus on digital marketing complements our in-store efforts, creating a cohesive presence,” she adds.
“We are leveraging social media platforms (Instagram, Facebook, Meta), YouTube, and e-commerce to effectively engage our audience. Our festive video campaign, featuring Indian model and actress Diana Penty, showcases an easy skincare routine for a natural festive glow,’ comments Singh, adding that ‘our physical stores play a vital role in the media mix, offering immersive experiences that reflect local cultural aesthetics.
“Additionally, in line with our sustainability efforts, we are also investing in our ‘Activist Workshop’ stores, designed to highlight our commitment to environmental stewardship and community involvement, enhancing both our in-store and digital presence.”
Singh further states, “We forecast increased visibility through targeted ads and optimized product listings, leading to a rise in online sales. Personalized marketing efforts will boost customer engagement, and inventory management has been fine-tuned to handle the projected surge in orders.”
Swiss Beauty prioritizes digital this festive season
Vidushi Goyal reveals that Swiss Beauty’s media mix for this festive season is heavily weighted towards digital. “We’ve launched a festive campaign featuring our brand ambassador, Taapsee Pannu, which highlights the themes of self-expression and empowerment through personal beauty—a message that resonates deeply during the festive season when people want to look and feel their best.
“We’re also making inroads into OTT platforms—a relatively new venture for us. OTT enables us to reach a wider, more diverse audience that may not be as accessible through traditional media channels,” says Goyal.
“In terms of technology,” Goyal adds, “our Virtual Try-On tool, launching soon, is another critical component of our strategy. It addresses one of the main pain points in online shopping—choosing the right shade. By allowing customers to try products digitally before purchasing, we’re offering them a more personalized and engaging shopping experience. This will not only improve conversion rates but also build long-term customer loyalty by enhancing their overall experience with Swiss Beauty.”
ILEM JAPAN is leveraging Meta platforms for targeted ads
Ishvani Patel discloses that “For the campaigns we are launching this festive season, we at ILEM JAPAN have curated a comprehensive media mix to maximize reach and engagement across diverse customer segments.”
“We are leveraging Meta platforms for targeted ads and interactive content, while Google Ads capture search interest and direct potential customers to our products. Marketplaces showcase our festive essentials to a broad audience, and personalized WhatsApp and email campaigns enhance direct communication,” she expands.
Patel adds that “Collaborating with affiliates expands our reach through trusted industry voices, ensuring maximum visibility and reinforcing our presence and relevance during the season.”
Mila Beauté is taking a multi-channel approach
Saahil Nayar shares that Mila Beauté has planned to take a multi-channel marketing approach, focusing on both offline and online channels. “This year, offline will see more trade and branding activities, while online will be more about brand awareness, product awareness, and brand-building parallels. When it comes to digital, the brand will activate both on-page and off-page creator-led conversations around festive makeup and Mila Beauté.”
Kass is heavily investing in digital and social
Kass’ festive campaign media mix is carefully designed to ensure maximum reach across diverse customer segments, reveals Deepti Gujar Kulkarni. “We are heavily investing in digital and social media platforms, recognizing their power to engage and influence today’s consumers. Our strategy includes targeted ads, influencer collaborations, and interactive social media content that showcases our products in festive contexts. We are exploring innovative uses of AR technology to allow virtual try-ons of our products, enhancing the online shopping experience.”
Kulkarni adds that Kass is also maintaining a presence in traditional media to reach a broader audience. “This multichannel approach ensures we connect with customers across various touchpoints, from discovery to purchase, creating a cohesive and impactful festive campaign.”
For Salt Oral Care reviews fuel marketing
Karan Raj Kohli expands on Salt Oral Care’s plan, saying, “We are relying mostly on honest reviews for marketing because that’s our brand’s ethos. We will soon offer people free products in exchange for an honest video review during the festivities, which will then be pushed through social media, performance marketing, Amazon reviews, etc.”
“We want to see real people talk honestly about us,” says Kohli. “We are also doing some festive campaigns for white teeth (before and after) with our customers in festive garments, and we are heavily relying on social media marketing during this time.”
Adapt to shifting consumer demand
Changing the conversation now to how brands are adapting to shifting consumer demand, SUGAR Cosmetics‘ Naveen Murali reveals that, “During the festive season, we observe a significant shift in consumer behavior, with an increased willingness to spend, making it the peak shopping period for personal care products. Consumers are more inclined to invest in premium, high-value items during this time, viewing them as essential for celebrations and gifting.”
“To meet this demand,” Murali shares, “we strategically introduce new launches, particularly in the premium and occasion-wear segments, to cater to this heightened interest. This approach allows us to align with consumers’ preferences for indulgence and enhance their festive experience with high-quality, innovative offerings.”
Transparency and sustainability are top priorities
Commenting on adapting to shifting consumer demand, Vidushi Goyal of Swiss Beauty states, “We’ve observed that today’s consumers are much more experimental, especially during festive seasons when they’re eager to try new beauty trends and products.”
“This shift,” she explains, “presents both opportunities and challenges, as consumers increasingly seek innovative solutions to enhance their looks for special celebrations, putting the demand for multipurpose, quick-to-use products on the rise. These products offer the convenience of on-the-go application while combining skincare and makeup benefits, ensuring both beauty and nourishment in one step.”
“From skincare-infused foundations to multifunctional beauty sticks, these time-saving innovations empower consumers to achieve flawless results effortlessly, helping them shine through every celebration. Swiss Beauty is well-positioned to meet these demands, with our constant focus on innovation ensuring that we keep the conversation fresh,” asserts Goyal.
Consumers prioritize health and skincare during festival
According to Ishvani Patel of ILEM Japan, “Consumers today prioritize health and skincare during festive celebrations, seeking self-care products that enhance their experience while supporting wellness.”
“As a Japanese wellness brand, we have adapted by aligning our festive campaigns with this trend, offering J-beauty and health products that elevate celebrations while emphasizing well-being. This ensures our offerings resonate with mindful consumers who value both indulgence and self-care,” Patel says.
Saahil Nayar shares that while “we (Mila Beauté) see a consistent upsurge in interest in all categories, a marked emphasis on lip products reflects a remarkable and calculated change in consumer preferences for the kind and shade of products used.”
“For example,” he says, “while red lipsticks were once commonplace, the change has now swung towards comfy nudes and berries. Furthermore, we see high customer interest in lip glosses and glossy eyeliners. The trend has gained a stronger thrust in the past year or two. To serve those patterns, we have a large offering in all sub-categories.”
Consumers are also willing to invest in premium skincare
Deepti Gujar Kulkarni of Kass notes that “there’s an increased demand for products that provide quick, visible results as people prepare for social gatherings and celebrations. Consumers are also more willing to invest in premium skincare during this time, seeking products that offer both immediate benefits and long-term skin health.”
“Besides,” she adds, “there’s a growing interest in products that combine traditional ingredients with modern formulations. In response, we have developed fast-acting treatments and luxurious skincare sets that cater to these preferences.”
“Our brand has also expanded its range of products featuring beloved traditional ingredients, ensuring they meet the high standards of efficacy our customers expect from Kass,” says Kulkarni.
Shoppers are increasingly looking for personalized products
Karan Raj Kohli observes notable changes in consumer preferences during the festive season, such as an increased focus on gifting. “Consumers often seek personal care products as gifts. There’s a demand for thoughtfully packaged items, gift sets, and limited edition products that add a festive touch. We have introduced gifting in our portfolio very recently, and while we have gift bundles, we also have gift cards that make it easy for customers who aren’t too sure of what to gift.”
Another preference he notes is the demand for personalization. “Shoppers are increasingly looking for personalized products, whether through customizable scents, labels, or packaging that reflects individual tastes. While we don’t believe in customization like putting names on toothbrushes, as that is very cliché, we are instead introducing fortune candles, almost like a fortune cookie,” says Kohli.
“We have also noticed that the festive season often prompts a desire for self-care and pampering. Consumers are drawn to luxurious items like scented candles and self-care products, such as our whitening products, which sell much more during this period, so we have ensured to stock up. There is heightened interest in seasonal scents that evoke holiday feelings, such as cinnamon, fennel, or other comforting fragrances, and we have introduced these flavors in our products and are also offering discounts on them during this period,” Kohli adds.
Embrace cultural significance
Touching upon the challenges and opportunities of blending cultural significance with modern marketing, Naveen Murali shares, “Our brand embraces the cultural significance of the festive season through highly localized marketing strategies. We design regional campaigns that reflect the unique traditions and celebrations of each market, such as our Onam special influencer and on-ground campaign in Kerala and a Pujo-special TV ad with an on-ground campaign featuring Prosenjit Chatterjee in West Bengal.”
“We don’t view India as a single market but as a collection of diverse regions, each with its own cultural cues,” expresses Murali, saying, “Our regional communication incorporates local colors, designs, and cultural elements, ensuring our products and messages resonate deeply with consumers during their most cherished festive moments. This approach strengthens our connection with the audience and enhances our brand relevance.”
Harmeet Singh says that “At The Body Shop, our offline stores exemplify our strong commitment to sustainability and cultural inclusivity by weaving regional heritage into their designs. Each location features unique murals and artwork that celebrate the local culture in cities such as Hyderabad, Bangalore, Mumbai, New Delhi, Chandigarh, Indore, Kochi, and Ahmedabad. For instance, our stores in Hyderabad display murals inspired by landmarks like Golconda Fort and Charminar, reflecting the city’s identity as the ‘City of Pearls.’ In Bangalore, we’ve incorporated elements from Cubbon Park along with themes of women’s empowerment.”
“Moreover,” adds Singh, “we engage our customers with a range of region-specific in-store activations, including makeup consultations, influencer engagement activities, and workshops or masterclasses with dermatologists, further enriching their connection to the brand during the festive season.”
Make every celebration more memorable
Vidushi Goyal emphasizes that at Swiss Beauty, “We take immense pride in being a homegrown brand that truly understands the cultural significance of the festive season in India. Festivals are a time of joy, tradition, and self-expression, and our approach has always been to merge innovation with these values seamlessly. Our goal is to offer products that not only meet modern beauty needs but also resonate with the deeper, more emotional aspects of celebration.”
“This year, our Five-in-One Modern Rani Makeup Vanity Box embodies that spirit. The name itself—Modern Rani—reflects the duality of tradition and contemporary elegance. It’s thoughtfully curated for the modern Indian woman who wants to look and feel her best while honoring her roots,” she adds.
“On the marketing front,” says Goyal, “our Sawar Ke Aana campaign takes this vision a step further. It’s not just about getting ready; it’s about celebrating self-expression and embracing your true self during the festivities. The campaign encourages individuals to take that extra moment to enhance their natural beauty and, in doing so, make every celebration more memorable. It aligns perfectly with the spirit of the festive season—empowering, uplifting, and helping our customers shine brightly, whether stepping out for grand celebrations or enjoying cherished moments at home.”
Ishvani Patel comments, “As a brand, we at ILEM JAPAN emphasize strategies that bring forth the connection between Japanese cultural values and Indian festivities. By incorporating festive-themed content and shoots, we showcase how our products enhance celebratory rituals. We remain committed to honoring our heritage while celebrating the season’s joy and cultural significance.”
Honoring the spirit of the festive season
Saahil Nayar says, “Mila Beauté is a color cosmetics brand offering products for Indian skin, and our festive campaign reflects that. With a vibrant festive theme, we’ll showcase multiple makeup looks that cater to the variety of festivals during this time. Our products reflect the essence of each celebration, ensuring that every consumer finds the perfect look to complement their unique festive moments.”
Deepti Gujar Kulkarni states, “At Kass, the festive season holds deep cultural significance, and our products and campaigns reflect that connection. We have drawn inspiration from India’s rich traditions to craft skincare solutions that celebrate beauty and wellness.”
Kulkarni wraps up the interaction, saying, “Our marketing strategies emphasize the importance of self-care during festive celebrations, positioning our products as essential companions for those looking to embrace both modern skincare innovations and traditional values.”
“Through thoughtful packaging, storytelling, and limited-edition launches, we are honoring the spirit of the festive season. Kass is proud to be part of our customers’ celebrations, offering skincare that resonates with cultural pride and a commitment to quality,” concludes Kulkarni.
