The Face Wash Category surged beyond Rs 2,500 cr in FY 2023: Rajesh Krishnamurthy

Himalaya’s Neem Face Wash is a marquee product, setting high standards in the skincare industry for its beneficial properties. It has turned out to be one of the best solutions in the skincare world. Himalaya Neem Face Wash is also committed to sustainable skincare with a strong foundation in ancient wisdom.

Recently, Himalaya Wellness Company came up with a new campaign for Himalaya Neem Face Wash, centred around its skin-friendly properties, portrayed through the lens of a beautiful mother-daughter relationship, where they are shown to go on a trip together alone for the first time and the daughter having a pimple. The latter then seeks advice from her OG or the original influencer in her life – her mother, about how to get rid of the pimple, who then advises her to use Himalaya Neem Face Wash. Based on the backdrop of a pleasant tourist attraction and a fresh take to a mother-daughter relationship, the campaign establishes a stronger connect for Himalaya Neem Face Wash with its target group, leading to greater brand awareness, brand advocacy and brand loyalty.

In conversation with Adgully, Rajesh Krishnamurthy, Business Director - Consumer Products Division, Himalaya Wellness Company, speaks about the new campaign and the core thought behind it, engaging with Gen Alpha, future communication and marketing strategy for Himalaya Neem Face Wash and other skincare brands of the company, and more.

Could you share an overview of the new campaign for Himalaya Neem Face Wash?

The new campaign for Himalaya Neem Face Wash – ‘The OG Pimple Solution’ – talks mainly about the influential role of mothers in their daughters’ skincare journey. It highlights the strong bond between mothers and teenage daughters, emphasising open communication and trust. Central to the campaign is the Himalaya Purifying Neem Face Wash, a clinically proven solution enriched with natural Neem, reflecting Himalaya’s commitment to sustainability. The campaign highlights the dynamics between mothers and their teenage daughters in this generation.

What is the core messaging and objective of the campaign?

In FY 2023, the Face Wash Category has surged beyond Rs 2,500 crore. The primary consumer demand remains centered around Neem/ Pimple benefits, with Himalaya Purifying Neem Face Wash taking the lead as the market frontrunner. Despite this, the adoption of face wash products is still below 30%, indicating significant untapped potential. As leaders, our focus is on broadening the category by attracting new consumers. Himalaya’s face wash mission aims to establish it as the ultimate choice for facial cleansing, akin to shampoo’s role in hair care. The core campaign message emphasises Himalaya Purifying Neem Face Wash as the original and optimal solution for achieving pimple-free, healthy skin, benefiting both the user and the environment.

How did the idea come about? What inspired the creative direction and concept behind the campaign? How does it align with the brand’s overall mission and values?

An important shift in the pimple care segment is the entry of Generation Alpha consumers, born post 2009. Staying relevant to this new demographic is crucial. They possess unique preferences that drive their choices. Contemporary teenagers tend to openly discuss their skin problems with their mothers, valuing their guidance above others. Additionally, this generation prioritises environmental sustainability. Himalaya has a well-established reputation for natural products, and our campaign underscores the efficacy of natural ingredients, highlighting their benefits for both skin and the planet.

Who is the TG for this campaign? How does the brand carry on market research to understand the preferences and needs of the consumers?

This campaign aims to connect with young female consumers aged 13 to 16, who are encountering their first experience with pimple problems. Our target audience encompasses various socio-economic backgrounds, spanning both urban and rural areas.

How is Himalaya Wellness Company highlighting its long-term commitment to sustainable practices and their contribution to SDG since sustainability is a major aspect of the brand identity of the Himalayas?

Himalaya Neem Facewash has consistently upheld sustainability and environmental friendliness. Through a comprehensive 360-degree communication campaign, we aim to emphasise our product’s attributes to our intended audience. We seek to convey our achievement of planting over 1 million trees to date, our 100% recyclable packaging, and our cold process formulation that minimises carbon emissions. Furthermore, we take pride in responsibly sourcing neem for production, demonstrating our commitment to Earth’s preservation.

How is Himalaya Wellness Company leveraging social media and other digital media platforms as well as AI to reach a wider audience for this campaign?

As highlighted earlier, our comprehensive 360-degree campaign predominantly centers on digital media, recognising that our target audience, Gen Alpha, is extensively active on various social media platforms. Our strategy involves crafting tailored content for Reels, GIFs, and static visuals, alongside concise YouTube videos. These content pieces will effectively showcase our product’s benefits and claims across the major digital and social platforms.

What are the expectations out of this campaign?

Increase consumer awareness about Neem Facewash as the authentic solution for pimple problems, positioning it as the ultimate go-to choice for every girl struggling with pimples.

Has Himalaya tied up with any brand ambassador this year?

No.

Which creative agency has conceptualised the campaign?

The creative agency that has conceptualised the campaign is 82.5 Communications, South. The creative directors sought to connect with young girls by speaking their language. They drew inspiration from the influential role of mothers as the original influencers, aiming to empower Gen Alpha girls to embrace skincare and environmental care, forging an emotional connection.

How was the year 2022 for Himalaya Wellness?

The past year was very exciting for us, especially in the skin care category. We launched the #SoapVsScience campaign to highlight why neem facewash is more suitable for your facial skin than soaps. We launched Rose Facewash in the natural beauty space through our #AbHarChehraKareGlow and #NotFair campaign and collaborated in the first women’s IPL through RCB. This year also we are looking forward to strengthening our portfolio with more additions to our facewash portfolio.

What are the challenges and opportunities facing the skincare industry right now?

The skincare industry in India is currently facing challenges related to changing consumer preferences and increased competition. However, these challenges also bring opportunities, including a growing consumer base, e-commerce platforms for direct engagement, personalisation through technology, and the wellness trend fostering holistic skincare solutions. This dynamic landscape holds potential for growth and innovation.