A Path to Building a Great Brand in the Skin and Hair Care World

Poulomi Roy, an experienced professional with 17+ years in marketing, advertising, and strategic planning, shapes industries as Chief Marketing Officer at Joy Personal Care (RSH Global), India's premier skincare giant. Instrumental in redefining beauty norms, she crafts brand strategies propelling revenue growth. Poulomi's visionary leadership revamped Joy's identity, championing women's empowerment and inclusivity. Her purpose-driven campaigns empower marginalized communities, elevating Joy as a flagship Indian skincare brand.

In the ever-evolving skincare and hair care industry, the pursuit of brand evolution and captivating storytelling strategies has become imperative to resonate with consumer demands. The question at the heart of this matter is not merely about keeping up with trends but rather understanding the essence of consistency in communication amidst the relentless shifts in the market landscape.

When it comes to brand positioning and narrative strategies, the core principles of enduring success lie in the art of engaging consumers. As someone deeply entrenched in the skincare industry, I have observed how the tempo of trends has shifted, morphing into fleeting moments rather than enduring phases. The acceleration of this process has not altered the essence of a brand's responsibility, a commitment to sincerity and continuity in communication.

The essence of a brand's journey is not just about following trends or superficial market whims but about establishing a distinct path for itself. A brand's integrity lies in its dual commitment: firstly, delivering on its functional promises truthfully, and secondly, delving deeper into the emotional resonance it can create for its consumers.

Building a great brand is not simply adhering to trends; it is adhering to the essence of what the brand stands for at its core. Authenticity reigns supreme amidst the noise of fleeting fads and emerging novelties. It is about building a narrative that springs from within a narrative that encapsulates a brand's truth and resonates with its consumers on a profound level.

Key to Building a Great Brand:

Crafting a brand's identity involves more than just a fixed set of elements it is about cultivating a consistent narrative that resonates across every touchpoint. It begins with the fundamental building blocks: the logo, the tagline, the colour scheme, and the packaging. These seemingly small components collectively forge the distinct identity of a brand. However, beyond these visual elements lies the pivotal aspect of communication.

Whether it is through print media, digital platforms, or television commercials, maintaining coherence is paramount. A brand operates within a spectrum defined by its guidelines a blueprint that orchestrates the harmony of narratives, colour palettes, tonality, and the language employed to engage with its consumers.

There are a multitude of exemplary brands across various sectors that showcase the power of consistent branding and messaging. Take Dove, for instance, renowned for its "Real Beauty" campaign. Notably, they have maintained a consistent visual identity with their predominantly white packaging, aligning it seamlessly with their narrative of redefining beauty standards for real women. Another standout example is Coca-Cola with its "Open Happiness" campaign a testament to an iconic brand revamping itself while retaining its essence.

In the realm of vehicles and two-wheelers, the Royal Enfield makeover stands as a striking example of successful repositioning within the market. Such iconic brands, including the ever-remembered Amul with its iconic character, each embarked on unique journeys. Britannia's distinctive jingle is yet another memorable instance of effective marketing.

These brands have etched themselves into the consumer psyche by consistently delivering on their promises and maintaining a steadfast brand identity. Whether through colour schemes, character development, or memorable advertising, they have forged connections with consumers by staying true to their core values, leaving an indelible impact on their journey.

Digital Influence on the Skincare Industry:

While different mediums contribute to a brand's credibility, awareness, and consideration, influencer marketing has emerged as the current trendsetter. It plays a crucial role by leveraging localized opinions, although in a country like ours, it remains at an early developmental stage lacking a standardized methodology. This lack of organization creates certain challenges that may not always bode well for a brand's health. Issues such as influencers speaking multiple languages without sufficient credibility to endorse a product underscore some of the existing concerns in this marketing stream.

Despite these challenges, the practice is steadily growing, with brands actively engaging in influencer marketing. However, the assessment of its effectiveness lacks a unified platform for measurement. The current trend emphasizes hyper-local and localized initiatives, aiming for authenticity. Looking ahead, I foresee significant evolution in influencer marketing within the next five to ten years. This evolution is likely to introduce new methodologies and measurement metrics, fostering a more structured environment.

As this sector matures, we anticipate the development of tools that will enable marketers to navigate influencer marketing more effectively. In the forthcoming years, the focus will shift towards defining clearer measurement matrices, delineating ROIs, and determining the optimal utilization of this medium. Consequently, marketers can expect a paradigm shift in the approach towards influencer marketing, offering enhanced tools and strategies to harness its potential more efficiently.

A Final Note:

In the current landscape, a multitude of products flood the market due to the fast-paced entrepreneurial ecosystem. However, this abundance has tilted the scales toward a pressing need for immediate sales rather than investing in brand-building for enduring success. When I mention long-term, I am not referring to several decades but rather advocating for approaches that prioritize sustainable brand development.

Presently, there is a prevailing trend focused on launching products hastily and driving sales through various channels. While this approach holds sway, I believe individuals and businesses with a forward-thinking perspective are opting for a more sustainable promotional strategy. They emphasize identifying both the functional and emotional benefits of their product or brand, aiming to communicate these values authentically to consumers. Instead of seeking instant validation or immediate consumer loyalty, they prioritize crafting a narrative that fosters long-term connections. This deliberate approach seeks to establish enduring relationships rather than fleeting successes.