Focus East: Rise of D2C brands is transforming the skincare landscape: Poulomi Roy

The beauty and personal care market in India is estimated to generate revenues of around $31.51 billion by the end of 2024 witnessing a CAGR of 3% between 2024 and 2028 as per industry reports. The personal care segment, which is the largest category in this, has a market volume of $14.31 billion in 2024. Online sales contribute to nearly 6.6% of overall revenue and there is a rising demand for natural and Ayurvedic beauty and personal care products with consumers increasingly preferring organic and sustainably sourced ingredients that are eco-friendly.

In 2023, skincare was the most in-demand beauty product category and it is estimated that the skincare market will generate revenue of around $545.50 m by 2024 according to sources. Reports also state that the number of skincare product users will reach $140.8 m by 2029 with Average Revenue Per User (ARPU) amounting to $6.00.

Joy Personal Care, the Indian home-grown skincare brand, under the aegis of RSH Global, has been a prominent FMCG player in Indian & international markets for the past 35 years. The category of moisturisers has been a core one for Joy Personal Care. In addition to its strong presence in regular moisturiser & cream category, they have expanded its portfolio into face washes, sunscreen & other products to cater to evolving needs of consumers. Joy Personal Care, as a brand have consistently made efforts to break stereotypes over years. It believes that everybody is beautiful irrespective of gender, body type, race or any other factors. Its brand tagline ‘Beautiful by Nature’, brand campaigns & choice of celebs over last couple of years are a reflection of these beliefs.

 Over the years, Joy Personal Care has consistently challenged societal stereotypes with an emphasis on gender equality and inclusivity, through its campaigns and has collaborated with well-known celebrities such as Mimi Chakraborty in West Bengal, Kriti Sanon, Mithila Palkar, Anushka Sharma, Bharti Singh, supporting its philosophy of ‘Beautiful by Nature’ and redefining the meaning of real beauty. Recently, it has onboarded actor Shah Rukh Khan and Sanya Malhotra as brand ambassadors for its facewash category – Joy Lemon Face Wash which constitutes of fresh lemon scent and skin-friendly ingredients suitable for the summers. Joy Personal Care has launched a campaign with the duo, building on its concept of ‘last wash’, which encourages washing the face before going to bed.

In an exclusive interview with Adgully, Poulomi Roy, CMO, Joy Personal Care (RSH Global), shares her observations on the current market trends, challenges, and opportunities in the beauty and personal care industry in the East market and the evolution of consumer behaviour. She said, “We have seen local skincare players dominate the East market. But over the years and post-demonetisation, these local players have gone down. The rise of D2C brands, like Joy Personal Care, is transforming the landscape. Consumers are increasingly seeking personalized solutions, embracing innovative ingredients, and prioritizing sustainability. There is growing demand for natural and organic products and increased e-commerce activity. Skincare has transcended basic needs, with a growing demand for high-quality products. The middle class has a larger disposable income for a comprehensive beauty routine, and digital platforms have made these products more accessible.”

She further added, “Despite the advantages of a strong digital presence, achieving true brand omnipresence across various channels remains a challenge. This is where Joy Personal Care’s unique approach shines. We have established a significant presence in northern states including Uttar Pradesh, Rajasthan and Madhya Pradesh over the years. We are now focusing on Maharashtra and West Bengal, and have plans for Bihar and Gujarat in the future. This targeted approach allows us to build a strong customer base while establishing brand recognition.”

She observed, “Consumer behaviour has evolved with a heightened focus on health, hygiene, and value for money, alongside a willingness to explore new products. With a clear understanding of market trends and consumer behavior, Joy is poised for significant growth. Our goal is to achieve a revenue of Rs 1,000 crore by FY27. We believe our innovative approach, combined with the established strength of Joy Personal Care (RSH Global), will propel Joy to become a leading player in the East Indian personal care market.”

Commenting on the marketing/ media mix strategy of the brand as well as its ad spends, market share in the East market such as West Bengal along with what forms the core of the creative communication process at Joy Personal Care, and the way it is catering to the needs of the East market, she shared, “Our media mix strategy includes TV, digital marketing and activations. In terms of ad spending, we can say that during peak seasons and in face wash and lotions categories, we are generally amongst the top 3 ad spenders in TV. This is followed by digital and social media and activations. Mimi Chakraborty, a renowned name, is our brand ambassador in West Bengal.”

Elaborating on the focus areas of the brand in 2024 in the East market and the medium in which it is investing more, she said, “The combination of prolonged summer and humid weather has led to increased demand of lightweight moisturizers and sunscreen products in West Bengal. Joy Hydra Refresh Ultra Light Gel and Joy Hello Sun Ultra Matte Sunscreen SPF 50 PA++++ are doing well in this market. We focus on news and general entertainment channels (GEC) for SOV for different campaigns. We are spending quite a bit on digital and social media platforms. In terms of associations, we are the Associate Sponsor for KKR for the 3rd consecutive year in IPL.”

Shedding light on how Joy Personal Care is leveraging digital media, technology as well as influencer and social media marketing and the marketing/ad campaigns launched by it in 2024, Roy said, “We believe that a combination of experiential marketing and social media marketing is a compelling format for us. One of our recent successes includes an experiential marketing project with the launch of Kolkata’s first 4D anamorphic display,  ‘JOY KKR 4D Fan-tasy’, with Mimi Chakraborty, celebrating the spirit of Kolkata Knight Riders (KKR) in Kolkata and Siliguri. This experiential marketing campaign helped us build strong connections with consumers and expand our reach. Maintaining a strong social media presence allows for direct consumer engagement and fosters community. We do focus on influencer marketing campaigns on a regular basis.”

Speaking about the performance of Joy Personal Care in 2023 in the East market and the growth projections, and expansion plans for 2024, she said, “As a part of our vision from our Chairman, we are going to focus on expanding our distribution in general and modern trade in different markets of India.”