VLCC has turned its 300 clinics into efficient OOH channels: Rajat Tuli

In this interaction with Adgully, Rajat Tuli, Vice President - Marketing, VLCC, speaks about the company’s aggressive expansion plans, marketing strategies, catering to evolving consumer preferences across beauty clinics, product lines, men’s grooming brand Ustraa, and more.

Speaking about the festive season this year, Tuli said, “We are sensing an improvement in the market and consumer sentiment. Our beauty centers are seeing an increase in footfall and overall business. Additionally, we are in the midst of an aggressive expansion plan, intending to add 100 new clinics by the end of this fiscal year. The product business is also seeing significant momentum. We have a range of exciting new product launches scheduled, which will add to our growth story.”

He emphasised that VLCC’s marketing strategy is centered around helping consumers evolve into the most beautiful versions of themselves, and added that VLCC is the catalyst for that transformation. “Using high science and world-class R&D, we deliver products and services that help you achieve your beauty goals effortlessly,” he said.

Tuli further said that for men’s grooming brand Ustraa, the focus remains on pushing the fragrances range to newer audiences and introducing more men to skincare.

“In the beauty clinics, we ran a binge-on beauty festival – be it achieving a radiant complexion, advanced dermatological care, laser hair removal, or a transformative weight loss journey. Our campaign focused on how you can achieve each of these goals,” he informed.

Tuli further said that VLCC also launched its CL range, which is a regime-based product line developed by the experts in their clinics. He elaborated, “The CL range was created so that consumers can continue their wellness journey post-treatment at the clinics. For the CL range of products, we are running a ‘For Clinic like results’ campaign on social media and in the centres. On the product side, our research revealed how the younger set of our customers like to do things their way, on their own time preferably from the comfort of their homes. So, we launched a ‘Salon-like glow now at home’ campaign.”

VLCC’s marketing efforts have been tied up with an efficient distribution to cater to the needs of our younger consumers. Its ‘Salon wala glow’ products are sold at marketplaces like Amazon and through quick commerce sites like Blinkit. For Ustraa, the effort has been to address the key problem areas for men – including skincare, detan, and hair loss.

While he refrained from sharing details on the ad spend budget, Tuli informed that VLCC has increased spending by more than 30% for some categories. Most of the spending is on digital marketing. “VLCC has more than 300 clinics all over India and in the Middle East, which these work as very efficient OOH channels for us to communicate to our customers,” he added.