The direct-to-consumer beauty brand, Foxtale, is making a sizeable bet on unorthodox influencer collaborations and colour-blocked branding to cut its niche in India’s already oversaturated beauty market. The brand is creating what it terms as alpha moments, distinctive experiences built around odd partnerships with Emraan Hashmi, Farah Khan, and Neena Gupta, a winky packaging recall system, etc.
Its recent lip balm advert, which was promoted by Hashmi, best central to his flashy film work and turtleneck cult, has been discussed among all age groups. Although the launch was concurrent with Hashmi Netflix series, the Chief Strategy Officer of Foxtale, Anindita Biswas, says it was just coincidental. Nevertheless, she recognizes the buzz as a sort of a surprising extension.
On top of Hashmi, Foxtale has collaborated with filmmaker Farah Khan, actor Rohit Saraf, digital creator Orry, and a broad mix of influencers, such as chefs and finance experts, to add a touch of humour and relatability to its narrations. Such a wide variety of approach accentuates the opinion of Biswas that skincare is gender-neutral and highly individual.
The marketing at Foxtale is digital-nomadic, and the priority platforms include Meta, Google, OTT, and YouTube. Influencer marketing reign, organized in the form of a so-called full-funnel ecosystem of nano- creators to mega creators. The periods of highest spending are during festive seasons and the sizes of campaigns go to 150 influencers simultaneously.
On the financial side, the brand is headed on a steep curve. The revenues have shot up at 14 crore in FY23 and [?]83-84 crore in FY24 which has been backed by a 30 million Series C round. As the skincare industry in India is worth 8.4 billion dollars in 2024 and is projected to follow a growth rate of 7.8 percentage per annum, Foxtale is placing itself at the nexus of art and science.
Ingredients are temporary and emotions last forever as Biswas puts it. Our mission is to simplify skincare, make it memorable and smooth and an essential part of everyday life.
Let’s explore the benefits of influencer advertising:
Reality and credibility
Their followers will tend to act when the influencer recommends a product since they hear it from someone that they have learned to trust over time, and are usually willing to choose that product over an advertisement.
Niche reach:
This niche approach thus means that most of the influence circles are niche, so brands can easily connect to the right audience with a better rate of engagement.
Higher engagement
Influencers tend to be more engaging on the posts; it means that their audience is likely to like and comment on the post. Hence, consumers are made to feel engaged and invested.
Skilled content creators:
Influencers are masters at creating fantastic, appealing content. That makes brands different, interesting, and in front of the right people in a memorable way.
If you want influencer advertising campaigns for your brand, then Excellent Publicity can help you achieve your objective. For more such advertising news, Stay tuned for more such advertising news!.