SUGAR Cosmetics, one of India's fastest-growing beauty brands celebrated women through their #EveryWomanIsAWonderWoman Campaign on social media. Launched around International Women's Day, the campaign reached 19.8+ Million people, and encouraged them to embrace & love everything about themselves. Alongside, the brand even launched their first-ever product collaboration SUGAR X WONDER WOMAN, an invincible and super awe-inspiring Wonder Woman collection of lips & face makeup, after acquiring the rights from Warner Bros. Media for a period of 1 year from the launch.
The brand kickstarted #EveryWomanIsAWonderWoman campaign on social media on 4th March onwards and brought together 5700+ woman sharing their stories of acceptance and loving themselves, on Instagram.
This activity saw a total of 5730 posts on Instagram, using #EveryWomanIsAWonderWoman which garnered approx. 17.4M reach for the brand. SUGAR even associated with Humans of Bombay- a platform of beautiful storytellers who concentrate on the journey of individuals, showing their followers that each and every person is unique, inspirational, and relatable. The platform featured stories of 3 women, a transgender single mother, a woman police officer and a self-made woman entrepreneur – Vineeta Singh, who overcame various challenges in life and showed courage every step of the way. These received an overall reach crossing 2.4 million and the impressions crossed 2.7 million.
Speaking on the success of the campaign and the brand’s first-ever product collaboration, Ms.Vineeta Singh, Co-founder & CEO, SUGAR Cosmetics said, “SUGAR was launched to cater to strong, independent millennial women. This year for Women’s Day we wanted to celebrate women for what they are- Wonderful! While we interacted with thousands of women and saw them all coming forward and embracing their flaws, fears, struggles, scars and everything that’s made them who they are today. We also launched our first-ever product collaboration- SUGAR X WONDER WOMAN on the 8th of March and are so excited and delighted by all the love that we’ve received for this collection.”
The brand also sent out beautifully curated hampers of the SUGAR X WONDER WOMAN collection to celebrities, influencers, editors and writers from the beauty and lifestyle industry. The collection was appreciated by many on social media as they put up stories and posts on Instagram flaunting the beautiful product range. Some of the celebrities who showed their support and love for the new launch were Shilpa Shetty, Malaika Arora, Neha Dhupia, Maheep Kapoor, Swara Bhaskar and many more.
Resha Jain, Head Of Content Marketing, SUGAR Cosmetics, adds in, “#EveryWomanIsAWonderWoman was a small attempt from our end to pass the message that nobody is perfect and we are all the best version of ourselves. And we have been overwhelmed by the participation we got from all those strong, bold and wonderful SUGAR woman. We concentrated on looping in social media influencers, engaging our followers with relatable content & contests to urge as many women to participate in this campaign. Our aim was to make them bid goodbye to rules and boundaries in beauty and celebrate themselves like never before by embracing the 'beautiful' in them. Seeing the ripple effect the campaign created on social media, gave us the assurance that we did make a positive impact within our audience & beyond.”
Amrita Shinde, Head Of Brand Marketing, SUGAR Cosmetics concludes, “Our aim was to go all out with the campaign and collection launch for this year’s Women’s Day. SUGAR X WONDER WOMAN is our first-ever product collaboration and our biggest launch for the year as yet! Inline with SUGAR Cosmetics’ brand philosophy & collection’s core thought, the team curated the digital campaign #EveryWomanIsAWonderWoman, which has successfully echoed the thought that - when it comes to looking for a Wonder Woman in your life, you don't have to look too far; because you’re a Wonder Woman yourself, and we all are...”
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