With the Bigg Boss pact, MyGlamm wants to democratise beauty: Sukhleen Aneja

MyGlamm, the No. 1 online make-up brand of India, has been onboarded as the official Make-up Partner for ‘Bigg Boss Season 16’. Ever since its release on television, ‘Bigg Boss’ has become a premier property of Colors, garnering high interest and viewership. In its 16^th Season, ‘Bigg Boss’ as adopted the theme – ‘Game badlega, kyunki Bigg Boss ab khud khelega’.

MyGlamm is the largest direct-to-consumer make-up brand in India and emphasises on the philosophy of forming a community with its users, engaging with them, and thereby creating products based on their insight. The association of MyGlamm with ‘Bigg Boss Season 16’ is aimed at helping the former to tap into the entertainment loving audiences who are present in several markets. There is a dedicated zone for MyGlamm in the show, called the MyGlamm Zone, where the contestants are seen working on their glam game, performing fun tasks and activities and getting ready for the weekend episodes.

This apart, Bollywood celebrities will also be visiting the Bigg Boss house over the weekends and, on special occasions, visit this zone. A combination of social media, content and technology is being used by MyGlamm in order to allow the consumers to not only discover its products, but at the same time also create personalised, rich content, and tutorial-fuelled post purchase experiences through its app.

According to Sukhleen Aneja, CEO Beauty & FMCG brands, The Good Glamm Group, MyGlamm empowers women to create their own glamour by taking inspiration from popular culture. In conversation with Adgully, Sukhleen Aneja said, “With this collaboration, we aim to strengthen our endeavour to democratise beauty at a whole new level.” Excerpts:

How did the association of MyGlamm with ‘Bigg Boss Season 16’ happen?

This year, we partnered with ‘Koffee with Karan’ as the official presenting sponsor. It was a first TV show association that we had ever done of that scale. We realised that television/ OTT is a great medium to reach out to a larger audience. It helps us penetrate the Tier 2 and Tier 3 cities effectively. The collaboration with ‘Bigg Boss’ is a step further in that direction, to communicate our brand philosophy better. When the idea came our way, we saw it as a great opportunity to democratise beauty. It is a reality show that is watched and loved by a huge audience. This is one of the biggest B2C collaborations we’ve ever done.

Is the association for a long term?

At the moment, we have associated with ‘Bigg Boss’ for its 16th season. It’s a three-month long association and we are really excited about it. 

What are the expectations out of this association?

MyGlamm is a brand that empowers women to create their own sense of glamour by taking inspiration from popular culture. With this collaboration, we aim to strengthen our endeavour to democratise beauty at a whole new level. This association allows us to penetrate Tier 2, Tier 3, and smaller cities and leverage the immense reach and traction across consumer segments provided by ‘Bigg Boss’. As the largest DTC make-up brand in India, MyGlamm creates innovative and personalised beauty products by understanding the beauty needs of women. We’re working with the finest global labs to create formulas that are vegan, toxin-free, with ingredients that are great for the users and are highly effective, marrying the best of make-up and skin care.

How has the marketing and retail strategy of MyGlamm changed over the years?

The marketing and retail strategy has definitely evolved over the years. MyGlamm started as an online D2C beauty brand in India. Built on the philosophy of creating products driven by consumer insight, the brand grew quickly and was well established in India in a short span of time. Over the years, we have associated with celebrities such as Sonakshi Sinha and Siddharth Malhotra to launch key ranges of the brand and went on to launching our luxury range in association with leading designer Manish Malhotra. 

Simultaneously, we believed that to be truly D2C it is important to have an omnichannel presence in India. Being available in online is not enough, it is important to be present offline as well as it is crucial to be present where the consumer is. A big part of MyGlamm’s marketing strategy was the belief in the power of content and creators had when it came to commerce. Thus, in August 2020, MyGlamm took the plunge to build on the vision and acquired POPxo, India’s largest digital platform for women and began its content-to-commerce journey. With this acquisition, the brand significantly dropped its CAC and increased the number of customers acquired monthly. In November 2020, the brand went on to launching India’s largest and first-of-its-kind beauty experiential store in Mumbai.

In June 2021, MyGlamm onboarded actress Shraddha Kapoor as its brand ambassador and investor and launched its first national TVC – ‘Tell MyGlamm What You Want’ – shortly after. Since then we have launched TVCs and come on board as sponsors for awards and leading TV shows such as the Filmfare Awards, ‘Koffee with Karan’ and the most recent one being ‘Bigg Boss’. 

Today, MyGlamm is the No. 1 online make-up brand in India and is the third largest beauty brand in India.

How has it reinvented the target audience over the years?

In the beginning, MyGlamm was just one brand with eponymous products. Over the years, it has become a beauty platform with three segments: MyGlamm Beauty, POPxo Beauty, and Manish Malhotra Beauty. Each of the three segments caters to a different age group, offering different price points. So, MyGlamm caters to everyone. Our target audience is diverse, including women who are in the 16-40 age group. The average school or college girl can easily afford POPxo Beauty products, all of which are priced under Rs 499. MyGlamm’s price points work well for working women. Those looking for bridal or luxurious yet affordable make-up tend to go towards Manish Malhotra Beauty.

We have reinvented our target audience also by giving our consumers the power to personalise their sense of beauty. People can go on the MyGlamm app, take a survey, and share their beauty needs. That’s one of our USPs – developing products based on consumer insight.

What more can the consumers expect from MyGlamm?

We have a range of exciting launches this festive season, like the LIT Matte About It Lip Color and LIT Lip & Cheek Rouge. We are expanding our consumer base offline to make sure we are where the consumer needs us. In a year, we will be present in multiple locations outside India as well; we have already started sales in the UAE. So, consumers can expect more variety, more presence, and more premium look and feel across our products.

What are the growth plans of MyGlamm for the upcoming year?

MyGlamm today has already become the No. 1 D2C brand in India. We are gunning for rapidly expanding our business by growing our reach. We are already available across more than 20K PIN codes.