The Beauty Co’s Campaign for their Chocolate & Coffee Range - #SkinfullyYours

• From Interior Designing to Marketing..

• “Forcing influencers into following briefs will not result in receiving desired results for the brand. It is imperative to allow them creative freedom and take the leap of faith”.

                       - Anjali Valani, Assistant Manager - Marketing & Operations, The Beauty Co.

The Beauty Co is a well-established Women’s Beauty and Skincare brand. The brand believes and exuberates their mantra  - #TheCareYouDerserve. Drawing from this, The Beauty Co. is the first brand to introduce the combination of Chocolate & Coffee in a body scrub with a pleasant fragrance and exceptional features. In order to drive promotions of the Chocolate & Coffee range, they came up with a campaign called #SkinfullyYours in the month of October. 

We got on call with Anjali Valani, the Assistant Manager - Marketing & Operations, The Beauty Co, to learn more about the campaign and the brand’s ideology.

Edited Excerpts:

1. Why #SkinfullyYours? What was your objective with this campaign?

“Yours Sincerely” is the most general parting note for almost everyone’s emails or personal notes. With the hashtag, #SkinfullyYours, our aim was to put forth the fact that the combinational range of chocolate and coffee are in conversation and pure indulgence with your skincare and body care. No matter what season it may be, this range and its properties are going to be your companion through it all. Beauty Co tries its level best to make their products absolutely chemical-free. They are 100% cruelty-free and have no added silicone, sulfates, and parabens.

2. How did you decide on what kind of influencers you wanted to incorporate into this campaign? How much of the overall budget did you allocate towards this?

We wanted to make this campaign as huge as possible so we have over 450 influencers and celebrities onboard. From the entire budget allocation towards this campaign with regards to influencer marketing, we wanted half of it to be paid and the other half to take place on a barter basis. The paid medium was used for onboarding macro-influencers and celebrities with an aim to attain maximum ROI. As for barter, we collaborated with a number of micro-influencers to reach maximum audiences by creating a buzz. 

3. What was the process of shortlisting influencers like? What kind of influencers did you have onboard?

We had a combination of lifestyles, travel, fashion, beauty influencers, and general content creators onboard. We laid special emphasis on the South and North regions of India, since these areas have their own established brands, we wanted to tap in on the same as well. Coming to celebrities, we had Taapsee Pannu, Vidya Balan, Hina Khan, Gauhar Khan, and others. Shortlisting was done on the basis of their engagement rates, image aesthetics, the tonality of language, insights of their story reactions, and engagement with their followers.

4. What is your opinion on incorporating micro-influencers at large?

We made the choice of associating with a number of micro-influencers because of the content they create, their relatability with the audience, and the community they hold together. This led us to incorporate a pool of influencers from the South.

5. How do you leverage the uniqueness of each influencer?

We are of the opinion that if we impose too many restrictions on influencers regarding how they should perform, what language they should use, what they should wear, they end up losing interest in the campaign and the overall result gets hampered. We allow each of our influencers creative freedom to an extent, to maintain authenticity and relatability with their audiences. As a result of this, we posted multiple videos in regional languages like Telugu, Marathi, Gujarati, Kannada, apart from just Hindi and English. 

6. What makes this campaign different from the ones that The Beauty Co has done in the past?

The scale at which this campaign was done with over 450 influencers onboard, coverage on platforms like e4m, Grazia, NDTV in the post of listicles and articles, and the kind of acclaim it received due to the usage of Robusta coffee in our products, rather than Arabica coffee used by other brands which are better for drinking, is what made this campaign stand out. 

7. What is your learning from this campaign?

My learning from this campaign has been that forcing influencers into following briefs will not result in receiving desired results for the brand. It is imperative to allow them creative freedom and take the leap of faith. Taking the leap of faith might not result in the most aesthetically pleasing results, but it surely results in relatable and reliable content for audiences. It’s alright to give influencers extra liberty at a certain rate as that worked well for our brand.