Today marks the completion of seven years for the disruptor brand SUGAR cosmetics, which entered the BPC category in 2015. The brand is engaging in a number of social media efforts as part of the 7-year anniversary celebrations in an effort to involve its customers in the antics. Speaking to exchange4media on the occasion of the brand’s seventh anniversary, Kaushik Mukherjee, COO & Co-founder, of SUGAR Cosmetics, revealed that the company wants to incorporate the customers who have made this achievement possible rather than just perform aggressive PR around the announcement.
Given how fiercely competitive the market is, we are passionate and thankful because, without the ongoing support of our customers, we would not still be in business. The company started executing social media campaigns at the beginning of the month, starting with an Instagram birthday celebration AR filter and gradually expanding to other platforms, and experimenting with various strategies.
A D2C company like SUGAR has used the development of the product and competitive pricing to lead the brand-building process. “We were aware that we intended to build a brand, but we lacked a guide that outlined the necessary procedures in a specific order. When we first started, we would release our items and wait for consumers to provide feedback and repeat purchases.
Mukherjee claims that numerous events and changes throughout the years posed the risk of altering the brand’s very essence, including market pressure to lower products and introduce newer products that didn’t adhere to the brand’s ethos. “In the beginning, we were obstinate and kept to a specific pricing range because we were quite clear about what we did not want to build. Although our conviction has faced opposition in the past, it has aided in developing SUGAR as a brand for the youthful Gen Z and the millennial generation. We began as a solely direct-to-consumer brand, but we are now an omnichannel brand that is a digital native.
“Initially, SUGAR was a brand that catered to the young, internet-savvy demographic that was frequently ignored by major cosmetic companies. The brand’s target market has grown significantly more diverse over time. Due to rising content consumption over the past five years, exposure to makeup and its use have advanced by almost a decade.
Mukherjee continues, speaking about the changing TG and how the company adapts to it: “When the age of usage is 21 or 22 instead of the customarily stated 30, the same items don’t function. It is necessary to experiment with the product and develop new formulations, but none of the available brands could do so because it would be somewhat divisive and off-putting to the present client base.
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