Suraj Vazirani, Founder and CEO, The Beauty Co shares the insights behind the new collection, marketing strategy, communication to consumers and more With consumers increasingly looking for natural and chemical-free products, particularly when it comes to their skincare needs, brands are fulfilling these needs with newer products and innovation. Holistic skin and hair care brand The Beauty Co. is tapping into these needs by offering a wide array of products. According to Suraj Vazirani, founder and CEO, The Beauty Co., the company's products are made from natural ingredients and fuss-free to use in their everyday skin and hair care regime. The brand recently launched its D’wine collection that aims to bring the goodness of red wine to skincare. He shares insights behind the same and more. Edited Excerpts Tell us about the insight and inspiration behind your newly launched D'wine collection. Traditionally, red wine has been known to not only calm the nerves but also rejuvenate the skin. The idea struck me while reading an article about wine and its benefits in a lifestyle magazine. I started creating DIY products using wine at home. Red wine contains grapes, which has multiple antioxidants such as flavonoid, resveratrol, and tannin that restore collagen and elastic fibres, and therefore, protects the skin from ageing. Non-alcoholic red wine in skincare products provide antiseptic and anti-inflammatory properties that cleanses the pores, clears acne and reduces the chance of breakouts. The Beauty Co. created a D'Wine collection of seven products, including face wash, body wash, face gel mask, and many more, to provide people with solutions to skincare problems using the best ingredients. Personal care and beauty are categories that have multiple players in the market. What is the X-factor that differentiates your brand from those players? At The Beauty Co., we have a diverse range of products inclusive of 100% naturally-based ingredients. Our portfolio contains products based on immense research and backed-up scientifically as well. Building our own community, we believe our products speak for us. In terms of scale, how big is influencer marketing for your brand? Please give us a sense of the number of influencers you’ve roped in for any latest campaign? Since we have a wide influencer reach, we have been engaging with influencers for multiple campaign activities on our social media platforms. During the D’Wine launch campaign, we roped in around 100+ influencers to engage with our audience. With health and hygiene taking the centre stage in consumers' priority, how have you been communicating to your target audience to stay relevant? One of the most effective approaches is to inspire others to be their best, beautiful, and unique selves because we encourage our audience that it is okay to be themselves. It is acceptable to express yourself by being comfortable in your own skin, allowing yourself to be free. That's a message that almost everyone can relate to, and it makes a difference, which is why our motto is "the care you deserve." Other than influencer marketing, what other marketing strategies do you apply to market your offerings? What does your marketing mix look like? Apart from Influencer marketing, our marketing mix consists of multiple strategies including Affiliate marketing, Cross Brand promotion, Sampling, Quality Delivery, Competitive Pricing and eCommerce presence. How has your marketing communication evolved through the pre and post-COVID era? Has the evolution translated into a change in your marketing spends? The post-COVID era has been a strenuous time. With a definite budget constraint across the industry excluding essential items, communication has been more need-driven than just being abstract. During this time, we have opted for informative and educational communication, and you can see this validation when many skincare brands take inspiration from the same. Are there any new launches/expansions in the pipeline from the brand? We believe in constant progression. Therefore, we have been investing in R&D for newer products and constantly working to level on the formulation of the products.