How amág Beauty is Using Blip Technology to Offer Quality Products to Consumers

There was a time when the obsession with fair skin was so much that the most-sought product was the fairness cream. Today, with a lot of movement towards skin tones pride, social media campaigns, and real advertisements, the face of Indian beauty is changing and now cosmetics are available in every skin tone for every gender, age, and race. Additionally, the evergreen Indian fashion/film industry and social media are aggressively fueling the growth of the cosmetic industry in India by making consumers realize the importance of having good looks and appearances.

“India cosmetics market was valued at nearly $11.16 billion in 2017 and is anticipated to grow at a CAGR of 5.91 percent during the forecast period 2017-2025,” as per a report by Goldstein Research.

To cater to this ever-growing demand and keep all the factors in mind, Ankit Gupta and Aanchal Malhotra Gupta introduced the brand amág Beauty. While talking about the brand, the Gupta duo shared, “amág’s journey has been quite fascinating. The post-COVID-19 world is digital. We have seen a drastic change in the usage of devices such as mobile phones, tablets, laptops, etc, in terms of entertainment and e-commerce. The pandemic led to the growth of OTT platforms and led the rise of direct-to-digital releases. Apart from this, the work-from-home culture also encouraged to have a more screen presence. This is what encouraged us to come up with the idea of cosmetics with skincare ingredients that can protect us from harmful rays emitted from the screens. We introduced ’Blip’, blue light Insta protects technology in our entire makeup range keeping in mind the new digital world.”

Currently, amág Beauty offers makeup products in categories like face, eyes, and lips along with newly launched skincare products. The USP of the products lies in the fact that they are designed in such a way that a particular product can be used in multiple ways. The brand is trying to expand the product line-up in the lips category by this year-end and will be coming up with lots of exciting new product launches.

“Use of skincare ingredients in our products is what makes us stand out and will help us grow. We proudly call ourselves India's first color cosmetics brand with Blip (Blue Light Insta Protect) Technology and have included the same in both skincare and makeup. We are effectively trying to educate Indian consumers about the necessity of using Blip technology-infused products. We are offering pocket-friendly makeup products without compromising on product quality at the same time. Educating consumers can take a while but once they understand the idea behind it and what we are trying to achieve here, combating competitors won't be an issue in the near future. Also, we believe as India is growing every day and the growing economy brings new consumers into the market, every brand has its own space and opportunity. We are focusing on educating the people around instead of misleading them in any sense,” they stated.

Betting Big on Omnichannel
The brand is planning to pursue one holistic omnichannel approach so that customers can buy the products from wherever they want. Going ahead, amág Beauty has plans to set up pop-up stores in malls and different spaces along with having an online presence. The brand is willing to explore offline retail options as well in the future.

“The global beauty and cosmetics industry has grown tremendously over the years, and so has its marketing potential. A compound annual growth rate of more than 6 percent is expected in the next 5 years. We as a startup beauty brand had to come up with an effective marketing strategy to survive in this world of beauty. Therefore, we started with building a community by engaging, gaining trust, and creating innovative and fun social media content that ultimately grew our business. Using user-generated content and reviews was another strategy used by us to generate sales and revenue. We have introduced effective and impactful campaigns for the customers to participate in and resonate with the brand. We focus on 100 percent user-generated authentic content that has worked best for our brand in terms of gaining more potential customers. Last but not least, collaborations with beauty influencers and giveaways on Instagram have really worked well for us,” they said.

Tech Integration
Technology innovations are absolutely essential for everyone these days and the brand is trying to integrate its website with AI-based apps makes it a bit expensive but a more productive brand.

“Our dispatching and shipping are all techs based which helps us do things more effectively at a low cost but faster. We also offer WhatsApp sales through which anyone who does not understand the working of an app or website can place their order on WhatsApp. We are trying hard to achieve and integrate all kinds of tech with our products, be it tech-based ingredients or tech-based shipping, or any other effective process for order placement,” the duo added.

Future Goals
The brand has seen tremendous growth in the last few months. The pocket-friendly product with quality that has not to match this price range is something the consumers seem to love. This helps the brand get motivated and grow.

“We are always focused on growing customers with our efforts of understanding them - what they want, what they need, what they like, and how they like. We always think as a consumer before taking a step forward. There has been a 25-35 percent growth month-on-month which we strategize and are working to grow more in upcoming months,” Ankit added.

The brand has not raised any funding yet as it was trying to understand its consumers first along with making them understand the product and its benefits.

“Now that consumers are starting to understand us, we want to give them more by launching new products with innovations like Blip for which we will be trying to raise funds for the growth of our brand. Also, we believe that having any form of investment will not only help us grow as a brand, but it’s also the guidance that comes along with it that’s more important and helpful. The funds raised will help us market our products in every corner of the world and reach out and educate the benefits of our products to more people and of course launch new products with amazing new technologies and integrations,” they shared.

“We are currently in the process of launching more products in our makeup category. As of now, we don't plan to launch any physical stores for the next few years, however, we are in the process of putting up kiosks set-up in the mall spaces to make our presence felt offline. We as a brand are diligently working toward building a strong presence and will come up with an expansion strategy in the near future,” the Gupta Duo concluded.