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Celebrity brands like Wrogn & One8 by Virat and Rihanna’s Fenty Beauty hold a significant edge in the market due to the trust and recognition they inherently bring. These brands are more than just products; they embody the essence of the celebrities behind them. Let's explore how their strategic marketing efforts contribute to shaping their brand identity.
Kay Beauty – Katrina Kaif
With the launch of Kay Beauty in 2019, Bollywood actress Katrina Kaif made a mark on the beauty sector. Kay Beauty's makeup line had gone beyond the obvious, rooted on a philosophy of inclusivity and self-acceptance. The hashtag #ItsKayToBeYou echoed a strong message that urged people to accept who they truly are while supporting ethical cosmetic choices and a sustainable way of life. The 'Kay Konversations' series, which Kay Beauty launched to commemorate its first anniversary, features amazing individuals such as athletes, social workers, body positivity influencers, and other influential people. Although first dominated by internet platforms, Kay Beauty strategically changed its focus to offline marketing, emphasizing accessibility and enabling a wider audience to experience its empowering product line.
House of Pataudi – Saif Ali Khan
Saif Ali Khan and Myntra, collaborated to establish "House of Pataudi," a collection of reasonably priced ethnic wear. Saif Ali Khan, Myntra, and Exceed Entertainment jointly control the brand, which honors Indian culture. Saif Ali Khan is the face of the campaign, which is spread through a variety of media channels. The brand released a touching video that beautifully conveys the essence of cherished customs during important times. House of Pataudi not only highlights Saif's pristine sense of taste but also Indian traditional crafts. Saif Ali Khan's immense popularity has helped the brand quickly gain fame, which has resulted in the opening in-person stores that provide a distinctive shopping experience symbolic of India's royal past.
Anomaly and Sona - Priyanka Chopra Jonas’
Priyanka Chopra Jonas has ventured into the beauty world recently. Under the brand Anomaly, she introduced nutrient-rich, sustainable, and affordable haircare products, addressing a gap in the market. The brand's launch during the pandemic did not deter its growth, securing multiple retail partnerships in the US and later launched with Nykaa in India. Priyanka's expertise in the entertainment industry influenced her entrepreneurship journey.
Before her beauty venture, Priyanka explored the culinary world with the 'Sona' restaurant in New York, celebrating her Indian background through fine dining. This approach extends to Sona Home decor, featuring items for daily use and special occasions. Priyanka's brand focuses on quality, cultural celebration, and blending tradition with modern living.
Nush – Anushka Sharma
Nush, the brainchild of actress Anushka Sharma, offers a diverse range of fashionable western wear for women. Rooted in her personal style, Nush aims to provide accessible yet stylish clothing options for all body types. Anushka Sharma serves as the brand ambassador, actively endorsing it across social media platforms, showcasing her strong belief in its quality and design. Through a video, Nush demonstrates Anushka's hands-on involvement in every design aspect, reinforcing trust and accessibility. The collection prioritizes comfort and affordability, ensuring easy, everyday wear for everyone. Notably, Nush's commitment to cruelty-free fashion is evident through its exclusion of animal skins or parts.
HRX- Hritik Roshan
HRX, a performance-focused fitness brand by Hritik Roshan, champions personal potential and promotes a healthy lifestyle. This special brand is at the centre of its marketing, which positions HRX as a benchmark to acquire influence and excellence. A crucial aspect of advertising this brand is social media, especially Instagram. #Turnitupwithhrx and #sweatwithhrx hashtags boosted every day's workout goals and strengthened fitness resolutions. Hrithik Roshan actively promotes the brand, interacts with followers on social media, and offers wellness advice. As a reputable fitness resource, HRX creates interesting material such as workout posts, inspirational videos, and product launches. Collaborations with fitness experts and influencers amplified the reach, while event participation and sponsorship's enhanced direct engagement and brand exposure.