Building a Pure Beauty direct-to-consumer brand for Marico.
How to position a new brand in the crowded D2C premium personal care space?
D2C brands are built on a philosophy and Marico’s Puresense had no clear differentiation barring the exotic ingredients that were used to make the products. We analyzed over 100 brands across direct and in-direct categories to carve out a white space in the category juxtaposed it to the product offering, ingredient story and benefit and arrived at a white space that no other brand had taken. Only Puresense had the right to win at the sweet spot of category, brand and consumer intersection, Puresense – Beauty begins with wellness.
Positioning is just the starting point for any D2C brand. We brought this to life by designing and developing the e-commerce website and planned a launch strategy to create the required buzz in the market across social media platforms.
To drive sales velocity, we managed paid media across social, digital and amazon platforms.