Joy Cosmetics challenges women beauty stereotypes in its latest campaign with Bharti Singh

To scale up the manufacturing, the company is putting up a new facility at Guwahati that will be inaugurated in next 6 months

e4m by exchange4media Staff
Updated: Nov 3, 2016 1:24 PM
Joy Cosmetics challenges women beauty stereotypes in its latest campaign with Bharti Singh

In a bid to challenge women beauty stereotypes and establish the Mother Brand Philosophy - JOY - Beautiful By Nature; JOY Cosmetics has announced the appointment of Indian stand-up Comedian and actress Bharti Singh as a the brand ambassador for JOY Honey and Almonds Nourishing body lotion.

Sunil Agrawal, Chairman, Ratnasagar Herbals Pvt. Ltd explains, “Brand JOY believes that each and every woman is naturally beautiful, in other words - Beautiful By Nature.  Not merely on the surface but also deep within just as nature made her and intended her to be. To have this opinion about beauty is also most relevant for JOY because every product from JOY has the goodness of natural ingredients like fruits, almonds, honey, neem aloe variety and JOY products never claim any benefits of accentuating or enhancing beauty, we always claim to retain your beauty.”

He further added, “We are looking at expanding in a big way precisely Rs. 600crs by the year 2020. The Annual growth of the Company for the last 5 years has been about 25 per cent.  With our 2 units in North India we have capacities to jointly produce approx 20000 MT of personal care products. To scale up the manufacturing, we are putting up a new facility at Guwahati to cater to our ever growing requirements which will be inaugurated in next 6 months.”

“We at JOY are happy to have Bharti Singh on board. By doing this we have broken the conventional path. An overweighed women endorsing a Body lotion, is quite a jerk apparently but it’s a seamless integration for our Brand, because we believe that with all the imperfection a woman is beautiful as nature made her. For the 1st time she is endorsing any beauty product”.

While speaking at the event Sin­­­­­­­­gh explained, “As a child I have always been plump and I have lived with this all through my life. When Joy Cosmetics approached me, I felt it was a prank. But when the Creative Team met me and explained me the concept, I fell in love with the whole story. I thoroughly enjoyed the process of the TVC shoot, something which was a very first for me. In the past there were products like ghee, truck, atta etc which was offered to me but endorsing a body lotion has been a welcome change. I am happy that Joy is challenging women beauty stereotypes though this campaign.”

The concept, story and script of this TVC is developed by Poulomi Roy- Head Brand and Communication (Marketing Consultant).

Roy said, “We opted for a qualitative research in markets like MP, UP &Rajasthan. Through this qualitative research we found everywoman aged between 16-35. Consciously or un-consciously they were under tremendous pressure to look a certain way, to look good at all occasions like while dropping their kids at school or at husband’s office function etc. External gratification from people in their world mattered a lot. To get these external gratifications they resort to a lot of chemical products, which in the longer run is definitely not good for their skin”.

She further added, “We found this phenomenon very interesting. Hence we said being a personal care brand how about we take a contrarian stand point and tell these woman (who are our target consumers) that every woman has imperfections and quirks that you are born with and which make you unique. Just maintain or retain the beauty you are born with, do not stress yourself to enhance or accentuate it, this is how we arrived at this space- ‘Beautiful by nature’.  Since we make products with natural ingredients this propositions became even stronger.”

“So while designing the communication our single point agenda was to ensure we remain true to the brand philosophy right from the choice of our brand ambassador to the story that we would like to tell. Choosing Bharti was a well thought through process and we are happy because she believed in the story and she went her extra length to support this campaign.”

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