‘There is a change in the way brands are accessed by consumers’
Kaushik Mukherjee, Co-founder and COO of SUGAR cosmetics, spoke at e4m TechManch about how a brand should evolve while maintaining core values
In an ever-evolving world of consumer choice and path-breaking marketing strategies, top industry leaders came together for the e4m TechManch conference to discuss the use of new technologies and metaverse for brand promotions.
Kaushik Mukherjee, Co-founder and COO of SUGAR Cosmetics, spoke about how consumer engagement has changed drastically and how brands are evolving their strategies to make a consumer connect.
“SUGAR has always been called a D2C brand but not many people know that 55 per cent of our revenue is from retail. For us all touch points are important but we have changed the stance that being a D2C brand is not important but being a large brand is important.”
Describing how SUGAR Cosmetics indulges in a two-way communication with consumers, Mukherjee said, “Today, consumers are more involved in consuming shorter format videos. There is a change in the way brands are accessed by the consumers and similarly there is a change in the way our consumers get influenced.”
Talking about how brands have further moved to social media for promoting their brands, Mukherjee said, “When social media platforms exploded, brands turned towards social media influencers. Today, what is a niche product has now become a major brand.” Pointing to the importance of short-form content and how brands today are focusing on getting influencers onboard to reach the masses, he further said, “We know that there are multiple platforms that have evolved over time, YouTube is great for longer format video format where a brand can take time and educate the consumer about the product or the brand.
“We have spoken consistently about multiple different platforms that brand communication is based on. These strategies have helped us gain a huge number of interactions on our platforms. Currently, we get over 410 million interactions on different social media platforms. We keep on tracking our social media platforms to understand user behaviour and their likes and dislikes for a brand. New age brands have learned to do this very well to make it more engaging and entertaining.”
