Estée Lauder India has launched its new campaign ‘My Shade, My Story’ featuring actress and former Miss World Manushi Chhillar, who is the brand’s global brand ambassador, to celebrate and honour change makers who embrace their authenticity.
Speaking to exchange4media, Dikshita Shukla, India Brand Head, Estee Lauder, said the brand has chosen six influencers from diverse backgrounds with distinct skin tones to represent its ‘Double Wear Stay-In-Place Foundation’ that “boasts over 50 shades to match every story, no matter how unique they are.”
“The campaign honours change makers who embrace their authenticity by showing how the foundation effortlessly fits into their lives, empowering them to feel naturally confident,” she said.
Calling it “an awareness first digital campaign,” Shukla said 65 % of Estee Lauder India’s spends will go towards awareness.
“We are reaching out to a more diverse audience with over 65% of our spending going towards awareness. The campaign honours change makers who embrace their authenticity by showing how the foundation effortlessly fits into their lives, empowering them to feel naturally confident,” she told e4m.
Talking about the importance of influencer marketing, Shukla said that it is an essential part of the brand’s campaigns.
“Incorporating influencer marketing is an essential and integral component of our overall marketing strategy for every campaign. We have been at the forefront of influencer engagement, pioneering the trend when it was still in its infancy within the industry.
“Our strategy for the 'My Shade My Story' campaign involves partnering with influencers from various backgrounds who represent the diverse range of skin tones. By teaming up with influencers who have a significant and engaged following on social media, we aim to leverage user-generated content to create an interactive and dynamic campaign that resonates with our target audience,” she said.
Shukla said that with influencer marketing, the brand aims to generate excitement about the #MyShadeMyStory campaign and boost product awareness among a broader audience.
“We believe that influencer marketing is a valuable instrument for connecting with consumers and promoting our products in a manner that is relevant to the digitally savvy modern audience,” she said.
In conjunction with influencer marketing, she said, the brand has devised a plan to distribute PR packages to its brand advocates and supporters, including esteemed media outlets and influential beauty bloggers.
She added that these curated packages will feature Estee Lauder’s Double Wear Stay-In-Place Foundation, providing the opportunity to personally experience the product.
“We aim to ignite excitement and conversation surrounding the campaign, urging our brand allies to share their unique stories and journeys on various social media platforms,” she said.
Talking about the collaboration with the former Miss World, Shukla said the campaign features Global Brand Ambassador, Manushi Chhillar along with five thoughtfully picked stalwarts from different walks of life.
Apart from Chhillar, the brand has roped in social media influencers like Shraddha Gurung, Masoom Minawala, Manjari Varde, Shantanu Dhope and Sobia Ameen.
“Each of these champions has created a distinct personal and professional story that is brave, unique, and completely authentic. Thus, making them the ideal choice to lead a campaign that encourages individuals to celebrate their story in their own unique shade,” Shukla said.
On being asked whether the brand has any new products in the pipeline or plans to introduce products in a lower price range, Shukla replied in negative but said that mini versions of certain products are available which have proven successful in the Indian market.
“Our brand currently does not have plans to introduce products in a lower price range. However, we do offer a convenient solution for consumers interested in experiencing our products before committing to full-size purchases.
“Recognizing the immense potential and strong demand for beauty products in regional markets, we have strategically launched mini versions of our bestsellers, including the beloved Double Wear Stay-In-Place foundation. This approach has proven successful, particularly in markets like India, where we have excelled in implementing the ‘win with minis’ strategy,” she said.
Sharing her views on the future of the luxury beauty industry, Shukla said that the luxury beauty industry is undergoing a transformation driven by several influential factors.
“Foremost, there is a notable focus on innovation within the industry, as new technologies and ingredients are continually developed to meet the ever-changing needs of consumers. This encompasses personalized and customized beauty solutions that cater to individual preferences and requirements,” she said.
Another significant trend is the growing emphasis on inclusivity and diversity, she added.
“Brands are recognizing the importance of representing a wide range of skin tones, hair types, and beauty needs. This shift towards inclusivity is not only a reflection of social progress but also a strategic move to broaden its customer base and appeal to a more diverse audience.
“Furthermore, sustainability is a major catalyst for change in the luxury beauty industry. Consumers are actively seeking out brands that prioritize ethical practices and environmental stewardship. This includes using sustainable ingredients, eco-friendly packaging, and implementing measures to reduce waste and carbon emissions,” she said.
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