"We leverage influencers to authentically connect with our audience"

Incepted in 2013, Swiss Beauty is a leading and fast-growing colour cosmetics brand in India, which aims to be every makeup lover’s BFF. Founded by Delhi-based Goyal brothers, Amit and Mohit, Swiss Beauty combines an in-depth understanding of Indian Beauty needs, integrated with global cosmetic standards. As a brand, Swiss Beauty believes makeup is for everyone and celebrates the individuality of every Indian.

Swiss Beauty is celebrating its 11th anniversary with the debut of Swiss Beauty Select, which builds on the brand’s legacy of excellence and marks its foray into the premium segment. Swiss Beauty Select is exclusively available on Nykaa for the first three months along with their own website, www.swissbeauty.in, providing early access to customers.

In an exclusive interaction with Adgully, Rumi Ambastha, AVP - Brand Marketing, Swiss Beauty, speaks about the brand’s journey over 11 years of its existence, the importance of influencer marketing and brand ambassadors, targetting Gen Z consumers, growth in Tier 2 and 3 markets, retail and D2C strategies, and much more.

How does Swiss Beauty approach developing a cohesive and effective marketing strategy across various digital channels for its D2C brand?

When developing a marketing strategy, it’s important to take note of how different channels perform and how the audience perceives content there. It’s imperative that the objective of the said campaign and ROI is to communicate well across verticals. Through historical data and trend forecasts we devise campaigns that maintain an overall theme and tonality while targeting different audiences.

What role does influencer marketing and brand ambassadors play in Swiss Beauty’s overall marketing mix, and how does the brand identify and collaborate with influencers?

At Swiss Beauty, we believe in the power of word-of-mouth. To further amplify awareness of our products in the market, we’ve been leveraging influencer marketing. We strategically collaborate with macro, micro and nano influencers who align with our values, aesthetics, and target audience. KOLs and MUAs play a key role and we deploy them strategically across the year. Our approach focuses on identifying influencers with unique styles and genuine relatability, who our customers consider ‘BFFs’. Keeping in mind our brand mantra, ‘fearlessly expressive,’ we roped in Taapsee Pannu as our brand ambassador as she shared our brand’s sentiments of making her own path and being fearless along the way. Through in-depth research and a collaborative content strategy, we leverage influencers and brand ambassador partnerships to authentically connect with our audience, build trust, and communicate our brand message in a relatable and impactful way.

Could you share insights into the consumer trends that have shaped Swiss Beauty’s product development and marketing strategies?

One of the key trends we observed was the increasing demand for makeup products tailored for early mornings and late nights. Recognizing this trend, we swiftly established a quick-commerce presence, partnering with platforms like Blinkit and Zepto. This strategic move enabled us to be omnipresent, allowing our customers to purchase our products anytime, catering to their on-the-go lifestyles. Alongside our online and quick-commerce presence, we drove a “content-first” strategy, leveraging the power of digital platforms and engaging content to connect with our audience effectively.

Our ‘content-first’ approach tapped into India’s rich diversity, celebrating cultural nuances and festivals across different regions. From Karwa Chauth and Navratri in Delhi, Ludhiana, and Chandigarh to Durga Puja in Kolkata and the cultural traditions of Tamil, Muslim, and Bengali weddings, we created content that resonated with our audience’s diverse backgrounds and experiences. While content plays a pivotal role in our strategy, we also recognize the importance of offering top-notch products to our consumers. While content creation is important, it only works if the product is good. There are no two ways about it. We are committed to product excellence, and one of our exclusive introductions was the holographic liners, which became an instant hit after launch. We have a robust NPD department who not only keeps us abreast of what's best in the world, but also what’s trending, what the next wave will be all about and how to develop it for our audience in India at the best prices. Innovation has always been our DNA and that’s what keeps us winning the game.

What inspired Swiss Beauty’s decision to launch the ‘Craze’ collection targeting Gen Z? What is the brand’s vision and mission with this new sub-brand?

We have always been attuned to the evolving needs and preferences of the Indian market. Our CRAZE makeup collection is specifically designed for GenZ. We were inspired to create a sub-brand that truly resonates with their free-spirited nature and their desire for individuality. The CRAZE collection embodies this spirit through its vibrant colours, versatile formulas, and quirky personality, allowing young women to express their individuality through makeup fearlessly.

At Swiss Beauty, our vision with CRAZE is to build authentic connections with Gen Z consumers by catering to their unmet needs for trendy and innovative color cosmetics. As a youth-focused brand, we understand that Gen Z is the fastest-growing segment for beauty and personal care in India, and we are committed to meeting their evolving demands. The CRAZE collection offers versatile, multifunctional, and trendy makeup products that are designed to speak directly to and for Gen Z. From trendy packaging and formulas infused with Gen Z slang to multifunctional items and bold colours for the face, lips, and eyes, CRAZE celebrates the passion and self-expression that define this generation. We aim to form a long-lasting connection with Gen Z consumers through quality, innovation, and trendiness, empowering them to explore, experiment, and embrace their individuality without compromise.

How has Swiss Beauty’s journey evolved over the years, and what key success metrics have contributed to the brand’s growth and recognition in the cosmetics industry?

Swiss Beauty was established in 2013 by Amit and Mohit Goyal. As a bootstrapped venture, Swiss Beauty initially focused on offline retail, relying on word-of-mouth marketing and consumer reviews on platforms like Reddit to build its reputation. However, Swiss Beauty has transitioned to a direct-to-consumer (D2C) and omnichannel brand in the last eighteen months. This shift allowed us to tap into the online audience we hadn't fully explored earlier. Also, the availability of makeup on-the-go is something that every consumer expects today. This is why we took the initiative to establish a quick-commerce presence so that our consumers can easily purchase our products anytime. We cater to their on-the-go lifestyles with this approach.

Our commitment to quality and affordability has been a key driver of our success. We’ve built a loyal customer base by consistently delivering high-quality yet reasonably-priced products. Additionally, our ability to adapt to evolving consumer trends, such as the shift towards online and omnichannel purchasing, has contributed significantly to our growth and recognition in the cosmetics industry.

In a competitive market landscape, what strategies does Swiss Beauty employ to differentiate itself and effectively compete while targeting diverse consumer segments?

Inclusivity is at the core of our brand philosophy. We offer makeup products that cater to every age, skin type, and tone across all demographics. Our range is not restricted to any specific gender or skin type, embracing all forms of beauty. This inclusive approach resonates deeply with our diverse customer base, setting us apart in the competitive market.

To maintain a competitive advantage, we are focused on innovation and continuous improvement of our offerings. While acknowledging the healthy competition from other brands, we embrace our individuality and strive for constant innovation to elevate our products and services. It enables us to serve our consumers with high-quality, accessible, and approachable cosmetics and skincare solutions, ensuring exceptional standards across our offerings. By focusing on inclusivity, innovation, and accessibility, we differentiate ourselves from competitors and cater to the diverse needs of our valued customers.

Could you elaborate on Swiss Beauty’s approach to retail and direct-to-consumer (D2C) strategies, particularly in the realm of e-commerce, and how these strategies have evolved to meet changing consumer preferences?

Since we entered the market, our brand’s growth has been fueled by word-of-mouth and the power of our products. We focused on reaching our target audience across India. This was backed by our belief that a long-lasting brand can only be built by starting from an honest space of getting the product right. While Swiss Beauty has traditionally been an offline-heavy brand, we have also leveraged the power of online channels where consumers have been conversing about our brand and various products.

Additionally, our traditional marketing approaches, including outdoor campaigns with our brand ambassador Taapsee Pannu, have created visibility and contributed to our revenue growth. Today, Swiss Beauty has an omnichannel presence that caters to the evolving consumer preferences for convenience and accessibility. We have a strong presence on all major online retail platforms such as Amazon, Flipkart, Nykaa, and Blinkit. It offers a unified shopping experience.

Moreover, we have 11+ exclusive brand outlets (EBO) pan India and Beauty advisor assisted outlets that further expands our offline reach. Our approach to retail and D2C strategies has been shaped by our commitment to meeting the diverse needs of our customers across various age groups and demographics. By leveraging both offline and online channels, we aim to provide a seamless and convenient shopping experience, ensuring that our products are accessible to consumers wherever they choose to shop.

What has been the response from Tier 2 and 3 markets to Swiss Beautys products, especially with the introduction of the ‘Craze’ collection, and how does the brand plan to further penetrate these markets?

When Amit and Mohit launched Swiss Beauty, their goal was to target Tier 2 and Tier 3 cities and create long wear, comfortable products for the consumer in these cities. Cities like Bareilly, Jaipur, Indore rank among our top cities, which is a testament of the fact that the brand is loved in Tier 2 and Tier 3 markets as well and not just Tier 1. Craze has seen great demand in a short span of time, we are getting positive feedback from both the consumer and our retail partners. As of now we are working to further strengthen our GT network by adding 4,500+ stores this year.

Could you share insights on the growth trajectory of Swiss Beauty in different regions, particularly in North and West India, and how the brand tailors its offerings to resonate with regional preferences?

North and west have always been heavy for us, however the last one and a half years have been exceptional. We’ve seen over 100% growth in these regions and increased demand across categories. We’ve always promoted diversity and we stand as a brand that’s made for every Indian, thus we have multiple shades across our products that can address different regional preferences. Multiple formats, multiple finishes also help consumers pick products based on their geography and weather needs.