Indian cosmetics brands seek to benefit from support for gender equality

GlobalData stated that Lakm é and Sugar Cosmetics, two Indian cosmetics brands, have launched a unique marketing campaign highlighting the theme of women's empowerment to commemorate International Women's Day in 2023. Linking gender equality issues can help Indian cosmetics brands win consumer loyalty.

Sugar Cosmetics is currently one of the leading cosmetics brands in India. The brand develops and manufactures in Germany, Italy, India, the United States and Korea, and then ships its best-selling lip, eye, face and nail categories to all over the world. . While Sugar Cosmetics has set trends in the Indian cosmetics market, the company, through its co-founder Vineeta Singh, has imbued the brand with a feminine power.

According to this data and analysis company, activities and beauty brands related to social undertakings such as women's rights are establishing connections with the younger millennial and Z-generation groups, which will provide impetus for the future growth of the $16 billion Indian cosmetics and toiletries market.

The international trends of gender equality and gender mobility are affecting young Indian consumers. More and more cosmetics and clothing manufacturers are committed to supporting such social movements. However, companies need to align their behavior with the spirit of their marketing activities. Otherwise, consumers will view brand promotion activities as pure social baptism, "Verghese concluded.