The sun care category in India is a Rs 600-crore market and, therefore, witnesses a large number of new aspirants trying to make a trace in this part. Recently, Poxpo, a part of The Good Glam Group, begin its new scope of sun care products with a digital campaign #EkDoTeenApplyPOPxoSunscreen that energize consumers to wear sunscreen unaccompanied by any excuses. -Pixi, shared intuition behind valve into the suncare category, the campaign, income targets, content-to-commerce trip, sun care market in India and more.
POPxo is brand built by customers and for customer and for everything we do, we put the customer requirements and customer demand first. After we launched our own be make-up and nail kits and they were well be given by the audience as an idea, we were glance at what other habits would we like our customers to have or should they have and that search conclude with sunscreen. The Popo sun care span was idea about as the first-ever sunscreen a young woman should utilize.
While every dermatologist we’ve ever spokento has put forward that everyone should have on sunscreen every single day, in India, suncare is a very continual category. Sunscreen is something you should have on every single day, anyway of whether you’re inside or outside. To keep safe against even blue light from our screens that we utilize all day long inside, you need to be wearing sunscreen for that. Keeping that in mind, we went to the customer and asked them what is avert them from using suncreen every day
Based on the perception that we received, we draw up our range of sunscreen with the point to build a habit of make utilize of sunscreen every single day. For this campaign, we looked at how conventional products were launched back in the day and how kind of television ads were made. We wanted to reinvent that for the Gen Z and deliberate on how to do that. We’ve used an old format like the ad jingles and the way the film has been shot is kind of a little bit evocative but it’s attracting a very young audience. We wanted to encourage users to use sunscreen every day and so this was the campaign that we came up with. It’s doing really well as the jingle is very catchy.
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