Indian youth should move from 'YOLO' to 'YAGO' in personal care: Poulomi Roy, RSH Global
Guest Column: Poulomi Roy, Chief Marketing Officer, RSH Global explains why Indian youth need to move from the 'You Only Live Once' philosophy to 'You Also Grow Old' in terms of personal care
Published - 19-February-2019
YOLO or ‘You Only Live Once’. If there is anyone who has adopted this ethos – it’s ‘Millennials’. Millennials or Gen Y have a certain carefree attitude and believe in enjoying a fuller life today, but at what cost? And as millennials get older, a new generation is coming of age – the Generation Z-ers, which is not very dissimilar to the millennials. In fact, a Bloomberg analysis of United Nations data notes that Gen Z will comprise 32% percent of the global population in 2019, surpassing millennials by half a percentage.
The millennials and Gen Z need to wake up to another stark reality –'YAGO' or ‘You Also Grow Old’, and it becomes important for us as marketers to enable this shift in the mindset of the young Indian consumers from the YOLO to YAGO approach.
To be sure, the YOLO to YAGO, as a concept, has long been synonymous with the financial planning sector—and for obvious reasons. But this very idea today has an unmistakable resonance for the personal care industry. Global warming is a serious concern today with 16 out of 17 hottest years being observed since the start of the millennium. Asian countries are rushing to fight toxic air pollution as well. As months get hotter and because of environmental pollution, the Gen Y and Gen Z are increasingly facing skin problems. Pigmentation and wrinkles, for instance, were once a problem that the middle-aged faced. But no longer. Now, even those in their 30s complain of wrinkled or pigmented skin.
In a tropical country like India, summers are the time when a plethora of brands launches their products in an advertising blitzkrieg, often leaving the young consumers bewildered.
The Indian market has been flooded with skin care products that claim to provide instant benefits. What many of the younger generations fail to recognise is that instant gratification comes at a cost, with personal care products laced with chemicals that harm their skin and bodies. It is often tempting for a 30-year-old, for example, to pick an instant gratification product and mask his or her wrinkles. They, however, need to be persuaded into investing in good skincare products with natural extracts. This is one of the areas where marketers could play a key part, making consumers aware of the benefits of better, chemical-free personal care products.
To combat the new-age skin menace, it’s important that as personal care manufacturers, we formulate products keeping the YAGO ideology in mind and in the same breath while marketing these products, inculcate the YAGO concept in our approach.
While eating right and healthy is essential, starting a skincare regimen at a much younger age is vital. After all ‘You Also Grow Old’.
(The author Poulomi Roy is Chief Marketing Officer at RSH Global, makers of Joy Personal Care and X-Men Personal Care products)
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