“Tier II cities top our sales in online marketplaces”: Eiti Singhal, Vega
The CMO of the beauty and personal care device brand says there will be an increase in its male TG over the coming year.
Whether it was Sonam Kapoor earlier, or Ananya Panday now, beauty and personal care device brand Vega has been using Bollywood star power for its ads for quite some time now. The beauty and personal care segment has shifted from an unorganized segment to an organized segment.
“There has been a huge paradigm shift in how beauty is perceived today, and what it was when the brand launched 20 years ago. Our understanding of market intelligence and a strong product presence sets us apart,” Eiti Singhal, CMO, Vega, told AFAQS!.
The brand aims to create a specific type of personality and simplify grooming for Indian households. Singhal believes associations with Panday and cricketer Rohit Sharma will enable the brand to do just that.
The past three years have seen a shift in Vega’s marketing spend as it has now gone digital. The brand also enjoys a strong retail presence – it currently has around 40,000 retailers. However, Singhal believes that being available on major beauty e-commerce platforms, like Nykaa, Purplle, Trell, etc., is also important for the brand.
“The idea is to capture the consumer through all these touchpoints. We are currently focusing, 50% each, on these two channels. In the beauty category, a lot of research takes place on e-commerce marketplaces before the final conversion. So we try to complete the full marketing funnel by being present in all major online marketplaces,” she mentions.
As for the online market, many consumers in Tier II cities buy Vega products. During COVID, the brand has seen sales of Tier II metros and cities become equal. Tier II cities have been the brand’s favorite sales ground for online marketplaces.
The category is crowded with many international players, like Philips, Dyson, Nova, to name a few. Singhal shares that what sets Vega apart from these brands is its consistent focus on DIY (do it yourself) as a concept of care and beauty space, beyond conventional features and products. .
The brand also used lifestyle and beauty influencers on its social media platforms. According to Singhal, 86% of people, especially Gen Z, are open to receiving information about specific products and brands on social platforms.
“Influencers and social platforms go hand in hand. In the future, we will also involve many tech influencers. Currently, we have travel, lifestyle and fashion influencers. Next year will be all about technology and developing the latest technology.
Sharing some prevailing trends in the grooming and styling industry in India, Singhal says consumers these days want to own more than one working appliance or device. “In the field of beauty, only 33% of consumers are loyal to a brand and the rest represent all the opportunities that exist. So the idea is to innovate and quickly catch up with the needs and demands of consumers.”
The brand also offers male grooming products under the Vega Men category. These products are designed to meet the grooming needs of the Indian man. Singhal says diversification is one of the big steps the brand will take this year.
“Given our product range, we are definitely going to see an increase in our men’s TG this year. We want to make the brand universally acceptable through product launches and category expansion,” Singhal concludes.