India’s Skincare Brands and their Preference to Digital Marketing over Traditional Marketing

Author:Swati Panwara*, Megha Sharmab

Abstract:
The study investigates the reasons why major Indian skincare companies have preferred digital marketing channels over traditional offline marketing channels to reach their targeted customers. With advancement of technology and growing consumer awareness and their positive perceptions about beauty and personal care, the skincare start-ups have been able to leverage over the marketing opportunity. The recent trends show that most of the skincare brands mandatorily have their own D2C (direct to consumer) channels such as websites and applications to reach pan India as well as globally. The study follows a qualitative approach and content analysis of the available data to reach to its findings and conclusion. The findings show that with strong digital marketing strategy major Indian skincare brands such as Nykaa, Plum, Pilgrim, Mcaffeine etc. have made a profound market space for them along with a strong and loyal customer base within a very short span of time.

Keywords:Key Words: Skincare Companies, Skincare Brands, Digital Marketing, D2C.

DOI:10.46333/ijtc/11/2/12

International Journal of Trade & Commerce (Vol: 11 Issue:2)