Introduction:
SUGAR Cosmetics was founded by Kaushik Mukherjee and Vineeta Singh in the year 2015. They began their journey with a monthly subscription box called the FAB BAG, founded in the year 2012. They noticed that every month their customers would give positive reviews for their products. FAB BAG had reached over 15,000 subscribers by the year 2015 and the customers started asking if they could buy the products separately.
About SUGAR:
India’s cosmetic industry has drastically grown over the past few years. On noticing that most cosmetic brands in India did not cater to the needs of the local consumers, Vineeta wanted to create something that would suit the Indian skin tones. All these factors led to the formulation of SUGAR Cosmetics. Over the past 7 years, SUGAR has established a distinguished brand in the market. With over 2,500 physical stores and kiosks in 130 different cities and sales growth of 700 percent, SUGAR has bloomed drastically during these years.
What would be the reason behind SUGAR’s growth?
Here are 5 things that SUGAR got absolutely right and was able to take a hold on the Indian Market:
1. Unique Ideas:
Their USP being ultra-pigmented products, the team initially launched two products; a kajal and an eyeliner sourced by a reputed manufacturer in Germany. The market being dominated by glossy eyeliners, launching matte products was a bold move by SUGAR. The tag ‘Made in Germany’ helped increase the credibility of the products and the eyeliner ended up being the best-seller product of the brand. They launched India’s first powder lipstick ‘Air Kiss’, with a unique powder formula that magically transforms into a sleek matte finish.
2. Customer Needs:
They understood the needs of their customers. The fact that all well-known beauty brands launched products for lighter skin tones, SUGAR launched products that suited darker skin tones. Instead of focusing on the usual aspirational beauty, their USP is trying to build a brand through a range of bold beauty products. They utilized their customers’ feedback, thus making it an advantage for them.
3. Influencer and Social Media Marketing:
In today's online era, influencer marketing has become a major source of advertising. The brand boasts more than 1 million followers on Instagram with a chain of top-notch influencers promoting their products. In the year 2021, SUGAR announced Tapsee Panny as their brand ambassador. Their Instagram page not only showcases pictures of their products, but also various beauty hacks, make-up guides, routines, and much more. You can reach out to us at info@ingeniousinds.in to help you build the perfect marketing campaigns for you.
4. State-of-the-Art Packaging:
When it came to the packaging, SUGAR decided to go for low-poly graphics which involve geometric patterns to create abstract compositions. They gave more importance to the packaging than the logo and it ended up being a successful move. This created a unique visual identity for the brand and one that will be memorable. Using different packaging designs for each of their products was a powerful move for SUGAR.
5. Creative Campaigns:
In the year 2019, SUGAR launched the campaign #MySkinMyChoice which highlighted the essence of the brand: to be comfortable in your own skin. They uploaded a video on YouTube where women talked about their struggles around skin tone. They launched two more campaigns in the year 2021: #EveryWomanIsWonderWoman and #BoldAndFree which promoted bold, independent women who refused to be stereotyped into general beliefs.
Conclusion:
SUGAR’s take on millennial beauty and promoting authenticity became their hottest selling point. They accelerated in terms of revenue as well as their utilization at a very past face over the past few years. It is safe to say that SUGAR has become a choice for most and will be used by legions of savvy youths to come.
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