The festive quarter is bringing a lot of optimism and brands are been able to leverage different occasions to drive sales. SUGAR Cosmetics CEO and co-founder Vineeta Singh in a LinkedIn post revealed that Karwa Chauth is the biggest day for the cosmetic brand in comparison to Valentine’s Day or Black Friday. The Indian festival where women observe day-long fasts for the long life of their husbands is getting popular among brands to do moment marketing and go on sales drive.
Singh said the brand sold cosmetics worth Rs 4 crore ahead of Karwa Chauth and Rs 75 crore in October alone. She further added, “Love witnessing the action every Karwachauth and while I’m at it, selling some lipsticks too! This is a general trade store in Ludhiana at 6:30pm. Peak rush hour is at 1am and it’s all women.”
SUGAR Cosmetics offers over 550 products, catering to lips, skin, eyes and so on. The company has placed its products in over 40,000 retail outlets, and is looking to bump that up to 1 lakh outlets by next year. There are also plans to open 250 exclusive stores by the end of FY24. Though the revenue split between online and offline channels is currently 50:50, soon 60% of the revenue is expected to come from offline stores. SUGAR Cosmetics’ predominant customer profile consists of young Indian women, not just in metros but also in tier-II and tier-III cities and towns, which account for 60-65 percent of its revenue.
Recently, Bollywood actress Kareena Kapoor Khan joined forces with the founders of SUGAR Cosmetics, to introduce ‘Quench Botanics,’ a premium Korean skincare brand tailored to suit Indian skin types and weather conditions.
Traders’ body Confederation of All India Traders (CAIT) recently said that more than Rs 15,000 crore business is likely during the Karwa Chauth this year. In the run-up to the festival, business from Delhi alone is expected to be around Rs 1,500 crore.