VML Qais and Revlon India use unique insights to engage with Indian women

Digital marketing agency VML Qais, and their client Revlon India, leveraged social media to gain insight into the beauty habits of Indian woman, before driving a new campaign based upon those insights.

Over a 2-week period, VML Qais ran a series of polls on the Revlon India Facebook page, asking women questions in order to draw insights.  The polls were conducted to better understand the mindset of Indian women and their attitudes and habits towards foundation.

Questions included: What is your skin type? What do you use to apply your make-up? How much time do you spend applying make-up?

The responses of nearly 75,000 Indian women were collected via these polls, and the findings documented in a one of a kind infographic. Some interesting findings derived included: about 80% of Indian women use their fingers to apply foundation; 40% spend less than 15 minutes applying their make-up; and 80%  touch up their make-up only once a day.

These findings were then immediately used to tailor the campaign according to prevailing preferences, illustrating how Revlon’s ColorStay Whipped Crème was the perfect solution. Beauty tips and content were created based upon the insights, for example, why the product is ideal for applying with one’s fingertips, in less than 15 minutes – and it will stay all day without needing to be retouched.

VML Qais also tapped into its recently released Generation Asia findings, which contain an entire segment devoted to beauty. According to Generation Asia, 77.4% of women said they need to be recommended a new product before they will try it, 73% said they pick pointers from interesting make-up styles they see, and 80.2% feel the way someone does their make-up says a lot about their character.

“As an insights-driven agency, we are always interested in what the consumer has to say. Social media provides the perfect platform to actually listen to the customer and use that knowledge to add value to our clients’ business” said VML Qais CEO Tripti Lochan. “This is a perfect example of how we gained real insights and then tailored the campaign to engage directly with, and address the needs of the consumer.”