Retailers and Beauty Brands Targeting Online Audiences for Festive Success

As the festive season dawns, brands are leaving no stone unturned to connect with their customers, with a pronounced shift towards digital marketing. Influencer collaborations, online advertising, and a significant focus on social media have emerged as top choices for retailers aiming to stay ahead in their respective categories. The beauty and fashion industry is experiencing a surge in demand, with consumers returning to purchase beauty products and branded clothing.

Digital Dominance: Retailers and beauty brands are sparing no expense to secure their position as the preferred choice for consumers. According to ICRA's latest findings, advertising spending by retailers and fashion companies remains robust and is expected to continue growing into FY2024.

Influencer Impact: Influencers are taking center stage in marketing strategies. Ullas Vijay, Head of Category & Communications at Bata India, emphasized the shift towards digital spending and influencer-driven campaigns. Brands like Brune & Bareskin by Voganow are increasing their digital advertising budgets to align with changing consumer behavior.

Skin Deep: Skincare brands are also investing heavily in advertising this festive season. O3+ has allocated an additional 25% of their budget towards advertising, aiming to enhance brand presence and engage consumers during this critical period.

Korean Beauty Boost: Korean beauty products are in high demand, prompting AmorePacific to increase their ad spend by 10-15% of their current budgets for the festive season. The company aims to meet the anticipated demand by promoting new products.

Step into Fashion: Liberty Shoes is allocating a substantial portion of its budget to digital channels, including online advertising, social media marketing, and influencer collaborations. The brand is confident in the market's potential and positive consumer sentiment.

House of Beauty: House of Beauty has seen a significant boost in its advertising budget this festive season, with a dedicated budget of Rs1 lakh for advertising efforts. The brand aims to connect with its audience effectively during this opportune time.

Surging Demand: The beauty and fashion industry is poised for significant opportunities this festive season, with increased demand across various channels. The surge in consumer spending aligns with the trend of 'revenge shopping,' as customers seek practical, yet stylish designs for family gatherings, celebrations, and more.

As the festive season unfolds, the beauty and fashion industry is gearing up to cater to evolving consumer preferences, embracing innovation, sustainability, and tradition to meet the demands of an eager customer base.