D2C make-up brand MyGlamm has been in the spotlight on primetime. Alongside rapid expansion in offline retail presence, it was the presenting sponsor of Koffee with Karan (S7) and is currently as the make-up partner of reality show Big Boss (S16). In early 2021, the brand was present at 4,000 points of sale in 50 cities and the number grew to 50,000 retail points of sale across 150 cities by mid-2022.
Sukhleen Aneja, CEO, Beauty and FMCG brands, The Good Glamm Group, offered insights on the expansion journey of the brand and its association with the shows.
She said, “Our strategy this year has been to consolidate and strengthen our beauty advisor business which is our assisted selling business so along with MyGlamm we are also cross-pollinating and introducing our full personal care portfolio.
“The footprint continues to be similar but focus has moved to building stronger brand franchises. Today if you go to any of the beauty advisor outlets you will see a much stronger MyGlamm with a massive activation happening during the festive season.”
“Our D2C business and market place business already allows us for a massive reach within India. Our idea is through online we will service every city and every nook and corner in India but in offline we will make sure we have a much stronger presence in modern trade and assisted selling outlets,” she added.
The revenue share of offline moved from 20pc in 2021 to 30pc as of mid-2022. Aneja expects offline revenue to stabilise at 25pc of total revenues by March 2023.
On the brand flagship stores, she said, “We have 10 to 12 brand flagship stores; scale-up expected next year to go to 75 to 100 stores. We have only one flagship experience store of 3500 sq. ft. in Mumbai. We expect to have two more such experience stores in Delhi and Bangalore.”
“Additionally we intend to roll out smaller 500 sq. ft. brand stores across all major cities of India,” she added.
Asked about the brand’s continued association with big ticket TV shows, Aneja said, “MyGlamm gives an ability to personalise glamour for you. Koffee with Karan helped us in upping our glamour quotient making sure that people could look at the brand, touch the premium audiences and we were basically driving traffic to our D2C app.”
She added, “Now with Bigg Boss being the IPL of entertainment, partnering with it allows us a massive opportunity to get consumers to experience our products. With a dedicated space in the Bigg Boss house called the ‘MyGlamm Zone’, the contestants can touch, feel and experience the brand, work on their glam game, get ready for the weekend episodes, and perform fun tasks and activities. The Bollywood celebrities also visit over the weekends and on special occasions.”
The brand is also running a contest in partnership with Viacom18 titled ‘MyGlamm Face of the season’. The new face discovered on the Big Boss property will get a chance to act with Shraddha Kapoor in the brand’s television commercial.