The beauty brands have high expectations for this year’s wedding season in India, as it leads to more cosmetics sales.
The brands have experienced a substantial surge in sales and heightened demand within the beauty segment. However, the sector faces challenges amid the peak times.
“While the wedding season has brought us amazing sales, we do anticipate challenges,” said Dheeraj Bansal, Founder, Recode Studios.
These challenges are associated with managing the increased demand, ensuring a seamless supply chain and navigating heightened competition in the beauty segment.
The director of Milap Cosmetics, Sachin Chaddha and the chief marketing officer of MARS cosmetics, Anmol Sahai also acknowledged the supply chain issues and the competition in the sector.
Despite the challenges, the brands have their ways of overcoming these hurdles.
“We anticipate maintaining our strong market presence, by using our unique selling proposition to cater to the diverse beauty needs of our customers,” said Chaddha.
Milap cosmetics expectations are high, particularly because its best-selling products such as powder and liquid sindoor traditionally performed well during this celebratory period
According to Chadha, with a well-planned expansion, innovative product offerings and commitment to an accessible luxury position Recode Studios will capitalise on the wedding season’s opportunities.
The company is confident in closing this financial year at Rs 50 crore.
Sahai states that MARS cosmetics’s carefully curated range is designed to cater to the specific needs of Indian consumers which positions the brand well for increased market penetration.
Rural Market Embrace
These beauty brands are seeing the rural markets as their key point of sales.
“Our focus on tier-2 and tier-3 cities has been a key strength, and we believe it will contribute significantly to our success during the wedding season,” Chaddha said.
Recode Studios yearly sales climbed from Rs 25 lakhs in 2018 to Rs 30 crore.
“This constant growth reflects the positive reception of our international quality makeup products in tier-1, tier-2, and tier-3 cities,” Bansal highlighted.
Irresistible Promotions
To capitalise on the demand, brands offer special discounts and other enticing offers to get consumers to spend more.
“We roll out enticing promotions, such as buy 3 get 1 free offers and special discounts. These promotions encourage bulk purchases, aligning with our vision of affordability without compromising quality,” Sahai said.
By combining attractive promotions, informative guides and influencer partnerships, MARS Cosmetics aims to be the go-to choice for consumers, he added.
In these offers, one key approach often involves offering trio combo deals. To sweeten the deal further, attention-grabbing discounts and also created a deal of a 100 per cent refund if the customer does not find the products as per their needs, Bansal said.
Also, collaborations play a pivotal role in the brand’s strategy.
“By partnering with makeup artists, we provide exclusive makeup masterclasses, aligning with the heightened demand for pre-wedding preparations,” he added.
Furthermore, some brands are also embracing the traditional marketing method such as strategic marketing through distributors and retailers which proves to be a successful tactic in reaching consumers in smaller cities, Chaddha emphasised.
Rise of Makeup Artists
When it comes to buying beauty products companies have seen a significant shift in consumer behavior.
One of the prominent changes have noticed is the increased inclination towards hiring make-up artists, Chaddha highlighted.
“The desire for a flawless and celebrity-inspired makeup look has driven the demand for makeup artists who can bring that vision to life,” he said.
Along with this influencer marketing has also become a powerful force in shaping the decisions of consumers.
As brides, in particular, are drawn to influencers who showcase wedding looks and provide valuable insights into the right products and techniques.
The influence of social media personalities has significantly impacted the choices consumers make in their beauty product purchases for their pre-wedding and wedding preparations.
The brand also noticed a surge in purchases during the sales on platforms like Flipkart, Meesho and Amazon.
Consumers are actively seeking discounts and promotions on beauty products, making the most of these sales to invest in high-quality products for their pre-wedding beauty rituals, Chaddha said.
In terms of products, there is an increased demand for long-lasting and high-quality formulations, with a particular emphasis on items like infinite gel nail polish, blush palette, highlighter and mist.
“Customers often prioritise products that enhance their natural beauty and provide a polished look for wedding events,” Bansal underlined.
Reliable Long-lasting Products
While looking at the beauty trends during the wedding season matte lipstick, mist, blush palette and highlighter emerge as the top contenders among the other products.
“Our silky matte lipstick which is known for its long-lasting formula and diverse color range and has become a staple for those attending weddings. The blush palette & highlighter are designed for versatility and have seen an increase in interest as customers want products that enhance their natural radiance during festive occasions,” Bansal stated.
MARS cosmetics’ creamy matte lipstick and Milap’s ‘urbane matte’ lipstick also gained traction.
Apart from this, there has also been an increasing popularity of lip liners and mascaras
“Customers appreciate the precision these pencils provide, allowing them to define and enhance their lip contours for a polished appearance. Our Double Trouble Mascara which is designed to add volume and length to lashes has gained traction as a must-have product for wedding season makeup routines,” Sahai said.
Milap observed the increased awareness and focus on the right use of foundation.
“Customers are placing a premium on foundations that not only provide excellent coverage but also cater to diverse skin tones,” Chaddha said.
Weddings involve long hours of celebration. This is one of the reasons why customers are looking for reliable and long-lasting beauty products.
