Summary
How a New York Brand Gatecrashed Indian Weddings
Challenge
In a dynamically changing Indian beauty industry, Maybelline faced a formidable challenge — competing with both international beauty giants and indie brands, all vying for the same consumer base. The emergence of e-commerce has reshaped the landscape, demanding newer strategies, hyper-personalization, and cleaner ingredients. Indie brands on e-commerce platforms were luring potential shoppers with enticing offers, including deep discounts and freebies. Weddings – The biggest makeup occasion India's love for grand weddings has transformed it into a billion-dollar industry with an annual expenditure of nearly $120 billion(1). Weddings are also the most significant consumption event for makeup. Maybelline recognized the vast potential within the wedding makeup segment, and we didn't want to miss out on this lucrative opportunity. Indian weddings are a traditional elaborate affair seeped in cultural rituals whereas, Maybelline is known as an everyday, workwear, modern makeup brand from New York, presenting a significant strategic hurdle. Maybelline faced a glaring gap in harnessing the immense opportunities of the wedding season — a goldmine for competitor brands. OUR CHALLENGE: How can Maybelline get a share of the lucrative wedding business pie? Objective - Deliver double-digit sales growth for Maybelline. Increase affinity scores and drive preference for Maybelline amongst brides
Objective
How did Maybelline – an edgy, everyday, New York brand cash in on the big fat Indian wedding without ever being in the consideration set for bridal make-up? We saw our opportunity in the increasingly modernised Indian wedding. One that had grown much larger than the traditional rituals. And we moved with this shift, transitioning from everyday to extraordinary. With 'Insta Weddings by Maybelline' we captured the imagination of modern Indian brides with our virtual try-ons, beauty influencer collaborations, and a new product bundle, creating an immersive experience for every modern bride and achieving a remarkable 21% business growth.
Strategy
INDIAN WEDDINGS HAD TRANSFORMED. The wedding was not only going to happen in the real world, it will be played out on social media too. INSIGHT: THE TRADITIONAL INDIAN WEDDING IS CHANGING WITH NEW MODERN ADDITIONS TO ITS PERIPHERY Maybelline's campaign centered on capturing new-age micro-moments at weddings, transforming them into broadcast-worthy spectacles. The approach unfolded in two strategic phases – Introduction and Inspiration, creating a resounding impact. 1.INTRODUCTION - UNVEILING INSTA WEDDINGS A thematic film introduced the concept of Insta Weddings to our key cohort – the brides & the bridesmaids. The film masterfully wove a compelling narrative tailored for the Instagram generation, resonating with Maybelline's signature edgy and energetic voice. 2. INSPIRE - DECODING INSTA-WORTHY LOOKS In an era where beauty enthusiasts turned to influencers for guidance, Maybelline enlisted nine lifestyle influencers to inspire brides. Through an educational webisode series led by makeup maestro Elton Fernandez and a team of influencers, unique wedding moments came to life. These webisodes decoded multiple insta-worthy looks for every occasion, showcasing Maybelline's full range of superior products and fostering expertise. ADVOCACY CAMPAIGN - INFLUENCER AMPLIFICATION Key Opinion Leaders (KOLs) from the beauty sphere created high-impact insta-worthy wedding looks using Maybelline's hero range. These influencers shared captivating visuals and step-by-step video tutorials on Instagram, cementing Maybelline's status as the perfect makeup partner for the wedding season. PR Kit-Driven Visibility Maybelline curated carefully designed PR kits, containing the brand's hero products, and distributed them to macro influencers. This strategic move sparked conversations around Insta Weddings and amplified visibility across the beauty landscape. THIS IS HOW A NEW YORK BRAND MADE ITS WAY INTO THE HEART OF THE BIG FAT INDIAN WEDDING.
Data
Maybelline's transformation signifies the art of seizing beauty moments, embracing change, and reaping the rewards. It exemplifies the potential of capitalizing on unique opportunities, redefining brand perception, and achieving tangible business growth.
Solution
Results
By emphasizing Maybelline's exceptional long-wear qualities, we successfully broadened our customer base, resulting in a remarkable 21% surge in sales for YTD 23 compared to the previous year Maybelline solidified its position as a preferred makeup choice for brides which was seen via a remarkable 35% increase in our affinity score, and an impressive 87% positive brand sentiment. A significant improvement on brand perception - ‘Maybelline is for special occasions. We unlocked relevance for Maybelline during the wedding season and witnessed a 37% hike in our consideration scores. We drove brand-led conversations with 24 lakh users, and witnessed a 163% increase in wedding makeup conversations. Insta Weddings' success extended its reach beyond the wedding season with Insta Festive.Maybelline's transformation signifies the art of seizing beauty moments, embracing change, and reaping the rewards. It exemplifies the potential of capitalizing on unique opportunities, redefining brand perception, and achieving tangible business growth.
