Consumers want inclusivity, not labels: Raagjeet Garg, L’Oréal India

At the Pitch CMO Summit 2025, Raagjeet Garg, Director of Consumer Products Division (CPD) at L’Oréal India, delivered a compelling address on balancing global brand power with India’s diverse cultural fabric. Titled 'Beauty in India: Local Preferences, Global Reach', the session highlighted L’Oréal’s innovative strategies to win over one of the world’s most complex markets.

Garg opened with a stark reminder, “The north behaves differently from the south; the east differs from the west. Religions, festivals, and regional nuances demand tailored approaches.” He emphasised L’Oréal’s “Win in Many Indias” philosophy, which drives hyper-localised campaigns. “Our mission is consumer acquisition,” he stated, “but it starts by understanding what Indian consumers seek—products, services, and tech that resonate with their daily lives.”

Garg outlined key trends shaping the industry:
1. Genderless Beauty: “The lines between ‘men’s’ and ‘women’s’ products are blurring. Consumers want inclusivity, not labels.”
2. Beauty as Indulgence: “Indians no longer buy beauty—they invest in aspiration. Premiumization is skyrocketing.”
3. Expanding Beauty Wallet: “80% of consumers prioritise quality and convenience. Tier 2 cities now drive growth as much as metros.”

Talking about the launch of the Sunkisser bronzer, L’Oréal partnered with influencer Malvika Sitlani for a “community-validated launch.” “We told Malvika, ‘Don’t endorse this blindly. Give it to 350 consumers. Only if they approve, you endorse it,’” Garg explained. The result? A viral, pull-driven campaign that made Sunkisser a top e-commerce seller. “Authenticity isn’t a buzzword—it’s survival in India,” he added.

The brand’s campaign with actor Alia Bhatt tackled societal pressures on women. A clip shown at the summit featured Bhatt defiantly stating: “Opinion cannot limit who I am… My worth is my choice.”

“Women empowerment isn’t just a cause—it’s core to L’Oréal’s DNA,” Garg said. “Alia’s message connected because it mirrored what Indian women whisper to themselves daily.”

L’Oréal tapped cricketing icon MS Dhoni to promote Garnier hair colour, leveraging his “trust equity.” The campaign reimagined cricket’s DRS (Decision Review System) as the “Dhoni Review System,” linking hair colour to marital trust. “Dhoni and his wife Sakshi became relatable symbols of trust,” Garg shared. The ad garnered 350 million views in 10 days, cementing Garnier as India’s most trusted hair colour.

When asked about shifting trends like short hair replacing traditional long locks, Garg stressed inclusivity, “There’s no one definition of beauty. Curly, short, long—L’Oréal enables your choice.”

On regional diversity, he added, “We avoid one-size-fits-all. Tailored influencer content and community interactions make brands organic, not intrusive.”

Garg closed with a rallying cry, “India’s beauty market isn’t about pushing global products—it’s about letting consumers pull you into their world.” With authenticity and cultural agility as pillars, L’Oréal’s playbook offers a masterclass in glocalisation—one bronzer, campaign, and cricket meme at a time.