Sugar Cosmetics made a very significant change in India’s cosmetic industry which was earlier dominated by other international brands. One of the reasons behind this success is the marketing campaign of sugar cosmetics. Sugar Cosmetics’ marketing strategy is mostly famous for its empowering and affordable campaigns. The company does most of its marketing on online platforms and social media channels. 

Mostly, the brand has made use of the cause marketing strategy, showcasing its support for women’s empowerment and women’s individuality. It has also included plans to eradicate stereotypes about beauty standards set by society and promote the idea that its products range for a diverse population. The company has succeeded in making a connection with the female audience out there. And it has raised the competition for other brands in the market. This case study on the marketing campaign of sugar cosmetics will look at top marketing campaigns which helped it make it stand out in the market including its marketing strategies, branding, and advertising. 

What is Sugar Cosmetics?

Sugar Cosmetics is one of the fastest-growing premium cosmetic firms in India. It was founded in 2012 by Vineeta Singh and her husband Kaushik Mukherjee and launched in 2015. Its headquarters is in Mumbai, Maharashtra.  The company received most of its fame during the COVID lockdown when the shops and markets were closed. But since Sugar Cosmetics operates mostly through its online application and website, customers found comfort in purchasing from the brand. The “Shukar hai, Sugar hai” marketing campaign has really caught the attention of the target audience.

Its services are favoured by Indian women due to the stereotype-breaking attitude, support for social causes, affordable products, and smart packaging. The brand has a wide variety of products ranging from skincare, makeup items, helping equipment, etc. Sugar Cosmetics is also in demand because of its introduction of a new cosmetic line that is vegan and cruelty-free. All the beauty products offered by the brand are considered highly qualitative, sustainable, and reasonably priced. 

The biggest reason why Sugar Cosmetics needs marketing is because of the cutthroat competition in the beauty and makeup industry. The lockdown has played a very critical role in the emergence of online startups. It was this period when entrepreneurs found relief in the fact that it is actually easy to get started on a business as it will be less expensive, with no need for a physical store, and the audience preferred scrolling through the web for anything they needed. As a result, a lot of new cosmetic selling companies and websites have been launched till then.

Why does Sugar Cosmetics do marketing?

In such a situation, where the customers are drowning in so many options, it is important that Sugar Cosmetics, if nothing else, at least crosses their mind before going web hunting. And that is why a brand like Sugar Cosmetics needs serious marketing so that it leaves a positive impact on the minds of the customers. Also, beauty and skincare products are much more prevalent these days due to social media influencers and content creators. The industry is in high demand, so it is wise to make the most of it through marketing.  

Top Marketing Campaigns Case Study: Sugar Cosmetics  

What we can see today of Sugar Cosmetics is mostly because of their smart marketing strategies and ability to capture the attention of the audience through it. Here are some of the top marketing strategies of the Sugar Cosmetics brand that made its sales grow.

#ShukarHaiSugarH

This quirky tagline automatically comes to mind when people talk about the brand, Sugar Cosmetics. The company came up with a very chic advertisement for marketing its products in the market. This ad is often broadcasted on television, and radio and streamed online on various platforms. The business has very smartly chosen the personalities Ranveer Singh and Tamannah Bhatia to be featured in the commercial.

Both celebrities are very popular with the millennials as well as GenZs who adore them. They are known well for connecting with the audience and making the content relevant. Also, Vineeta Singh, the CEO of Sugar Cosmetics makes a guest appearance in the ad which gives a serious and fun vibe in the video. The important thing here is that the marketers have featured a female as well as a male presence in the ad which shows a clutter-breaking attitude. 

#TrySugar

This is probably the first marketing campaign launched by the brand in order to introduce the brand and products to the public out there. Although this is a hashtagged campaign, it wasn’t limited to online and digital platforms. Every new customer purchasing a product from Sugar Cosmetics gets a huge discounted offer on their first buy, making them feel welcome. And a lot of people at least make one purchase from the brand just because of this marketing strategy. This is a very smart way of introducing the brand to the audience. 

In addition to this, the brand has come up with another strategy to keep the customers hooked to it by giving them virtual points every time they make a purchase or refer it to a friend. To the surprise, people actually start sharing links on social media channels and applications and convince their friends into making purchases to gain points. And that’s how the “word of mouth” marketing strategy comes into existence as people themselves are doing the marketing for the brand. 

#MySkinMyChoice

Almost every brand today is taking the idea of cause marketing in their marketing strategy. And Sugar Cosmetics has used this idea in the best way possible to drive traffic toward its brand. The company has never associated itself with a singular gender and offers products for women as well as men, and that’s what attracted GenZs. The marketing campaigns of Sugar Cosmetics have often talked about breaking the stereotype that makeup is for women only and the beauty standards set by society. 

The introduction of a wide range of products for different skin types, textures, and complexion tells about the core values and ethics of the business. That’s why the brand ambassadors are beyond fair women. The advertisements feature male celebrities and dark-skinned women as well to spread awareness and the message of liberty. This is a major factor behind its gaining popularity in the international market. 

#GetThePicture

This campaign was centred on taking a stand against female foeticide. The brand urged the audience to post a picture of themselves with women on social media. The faces of the women have to be scribbled in the pictures so that it will give out a message, making people realize what kind of world it will be without women. 

The campaign spread awareness about abortions that are carried out due to the child being a girl in the womb and the declining sex ratio. As a result, the campaign was able to engage a large audience by gazing through their conscience. And since it was a very clear case of cause marketing, people were drawn towards the trend and hence appreciated the initiative taken by Sugar Cosmetics.

#BetterWithHer

It was a marketing campaign started by Sugar Cosmetics celebrating Women’s Day. Starting a hashtag trend named #BetterWithHer, the company urged the people out in the audience to post a picture of a woman who is an important part of their life and everything is better with her, using the above hashtag. Along with it, the company reserved gift hampers featuring its products for the winners. 

The strategy was carried out and implemented very well and it gained a lot of positive responses from the audience. People from all over the nation participated and appreciated the initiative taken by the brand. Through this marketing strategy, the company very smartly was able to identify its target audience and connect with them on a deeper level.

#EveryWomanIsAWonderWoman

The campaign was launched on social media channels around the occasion of Women’s Day. Alongside, a collaborated collection of SUGAR X WONDER WOMAN was also introduced, after reserving the rights of Warner Bros., comprising a line of lips and face makeup. 

The front motive of this campaign was to direct every woman toward self-love. The CEO, Vineeta Singh of the brand came up with the message of celebrating womanhood, embracing flaws, and loving oneself to the core. The trend received a highly positive response with over 5700 posts on Instagram using the hashtag and garnered about 17.4 million reach.

Conclusion

Wrapping up the above points, it can be concluded that Sugar Cosmetics is very well in touch with showcasing its social responsibility while marketing its product and branding. The continuous clutter-breaking attitude makes it stand apart from the conventional crowd. The brand very smartly aims at preparing for the future generation to make itself their first choice. 

Apart from this, the marketing campaigns of Sugar Cosmetics are very trendy and entertaining as well. The companies’ marketing campaigns to connect with the people, especially the online folks is something that other companies take notes from.