Influencers should start thinking about ROAS - Chhavi Aggarwal - Moraze Cosmetics
By Rachit Juneja
Jan. 11, 2023
Moraze London has come into existence to revolutionise what beauty means and change the complicated relationship between beauty and makeup. They are redefining beauty on their own terms and introducing makeup that feels as good as it looks that celebrates love, care, purity and defies convention with a visionary collection of nourishing skin-flattering colour cosmetics
We conducted an interview with their founder and here’s what we got to know:
Moraze Introduction and Background
Moraze was started more than a year ago with the aim to launch something safe and non-toxic in the market. I am a researcher by background and always had a keen interest in oils and cosmetics. During my research, I found that there are a lot of economical products in the market that lack quality and use toxic materials. Upon more research, I found my motivation to work on products which are safer for consumers, non-toxic and eco-friendly
How is the Indian beauty market different from the Western Market?
India is a price-sensitive country, the average expenditure of an Indian is lower than in any western economy. The Indian mindset is to save money rather than spend money. The Indian market cannot be compared and compete with Western countries due to this difference in mindset and buying power.
How do you provide affordable products while ensuring optimum quality?
Moraze cosmetics is aggressively trying to price its products in such a way that it makes good quality products affordable for the masses and focuses on ensuring a high market return rate. Moraze cosmetics focuses majorly on market penetration and customer acquisition.
What are the various marketing channels you have explored?
Moraze Cosmetics is onto exploring Mass Marketing, Meme Marketing through their Social Media handles to increase audience retention. Besides this, we work on in-house content generation.
Which marketing channel worked out best for you?
A lot of experience and a lot of hit and trial is required to understand the consumer and find the most appropriate way that works for you. Moraze Cosmetics gains a lot of engagement from Meme Marketing more than catching up with ongoing trends on social media.
Have you received any inbound interest from influencers and if you would like to explore it?
We started getting DMs from influencers one month after launching Moraze. We get around 150 messages per day from influencers. Our experience with influencer marketing has been bitter as most of the influencers we came across want the product for free and lack the right audience. Hence, we don’t enjoy the process. She commented, “ROIs are our primary concern, which has been very low for us.”
How do you decide your overall content strategy and how much of your content comes from your audience?
Right now, we are not in a position to say what works and what doesn’t but we try to go ahead with all sorts of possible trends. We delete posts that don’t work or repost content so that we don’t miss an opportunity to go viral.
Our audience uploads content almost daily which turns out well for us. One instance where it worked out for us was 2 months since we launched, a user was singing and applying our nail polish which got a lot of views. The UGC is usually received across all social media platforms
What's your strategy for UGC?
We usually send a “thank you card” which we feel helps motivate the consumer to post about our products.
What are your best-selling items, and how frequently do you promote them through marketing channels?
All categories need push-through ads. But the majority of the unpaid content we receive is for our Nail Polish and Lipsticks.
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