Perfect Hair Days with #WOWHairDays
By Rachit Juneja
Jan. 23, 2021
“We chose Disha Patani as the Ambassador for our Hair Care range because she is an amazing human being. She is naturally beautiful, dedicated to her work, and is self-made, and we, as a brand, admire these qualities.” - Madhur Acharya, Head of Marketing, WOW Skin Science
WOW Skin Science is a nature-inspired beauty brand that has been committed to curating safe skin and hair care products for everyone to use. Their products are free from sulfates, silicones, mineral oils, parabens, and artificial colors. The WOW portfolio consists of over 300 skincare and wellness products, which are sold through its own website and app, as well as through eCommerce platforms like Amazon, Flipkart, and Nykaa. Their products are also available in offline stores across more than 5,000 department stores and pharmacies across India.
WOW Skin Science recently launched a campaign called #WOWHairDays, specially dedicated to their wide range of Hair Care products. We got in touch with Madhur Acharya, Head of Marketing, WOW Skin Science, to learn more about #WOWHairDays, and here’s what we found out:
On the objective of the campaign:
“The objective of the campaign was to create brand awareness around our natural products. Our aim was to raise awareness about the wonders of natural ingredients. Our products are natural and we wanted to disseminate the message that every person is beautiful in their own unique way, and all they have to do is keep themselves healthy and avoid chemicals. Our product category of hair care products is all-natural, free of paraben and sulfate, and free from animal cruelty. We believe in procuring the best natural ingredients and processing them minimally to preserve their nutritional value. We have chosen “#WOWHairDays” as the messaging because it resonates with what our products do best.”
About Influencer Marketing for the campaign:
“Our influencer marketing campaigns always revolve around transparency. We always collaborate with content creators that resonate with our brand values of purity and authenticity. Apart from that, we shortlist our influencers based on the engagement rate rather than the follower base they have. We select influencers from all categories, provided they resonate with our brand values of transparency and nature-centric. Additionally, we chose Disha Patani as the Ambassador for our Hair Care range because she is an amazing human being. She is naturally beautiful, dedicated to her work, and is self-made, we, as a brand, admire these qualities. So naturally, she was our ideal choice.”
Amongst multiple debates on allowing influencers the onus to exercise their own creative freedom, here are Mr. Madhur’s thoughts on how WOW Skin Science leverages the uniqueness of each influencer:
“The only way to leverage uniqueness is to celebrate his/her individuality. WOW Skin Science has always focused on the uniqueness of an individual, which is why we have a bevy of products for all skin and hair woes. Each influencer has their own unique way of creating content, to which their followers resonate. If we cause any sort of hindrance to that, their audiences will not be able to relate to their content, which will be of no use to the brand.”
Journey through COVID 19:
“Covid-19 has impacted businesses everywhere, and we are no different. We have learned to adapt accordingly. Our sales figures are going great at the moment, and we are reaching a higher customer base.”
On the team behind the success of #WOWHairDays, Mr. Madhur extended his acknowledgment and gratitude towards the effort and contribution of his team including Neha Jain, Shraddha, and Anamika.
Furthermore, as evident from Sheeko’s Activity Graph and Brandscore Ratings, WOW Skin Science has been moderately active on digital platforms in the past year, but since the inception of their #WOWHairDays Campaign on 12th December 2020, there has been a significant increase in their numbers.
Conclusively, along with influencer marketing, WOW Skin Science is also placing hoardings across prime locations in order to promote #WOWHairDays. In the coming financial year, the brand aspires to start focusing on segregating our influencer pools and pushing their products likewise.
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