Are you one of those consumers who go for fancy packaging of a product rather than its ingredients inside? If yes, then brilliance has come up with a new campaign “Focus On Ingredients” to increase consumer awareness about the significance of understanding the ingredients used in beauty products. The campaign focuses on the importance of ingredient literacy and encourages consumers to prioritize the actual ingredients of the products they use over false advertising and packaging. By highlighting the need for authentic and trustworthy products, the campaign aims to educate and empower consumers to make informed decisions when selecting beauty products.
The campaign’s promotional films, created by Sideways, showcase a conversation between two different beauty products to raise awareness about ingredient literacy. The films emphasize the importance of focusing on ingredients over false advertising and urge consumers to prioritize authentic and trustworthy products. By bringing the two beauty products to life and having them discuss the significance of selecting products based on their actual ingredients, the campaign aims to educate and inspire consumers to become more discerning when choosing beauty products.
Jigar Patel, CEO, Brillare, said, “We’re proud to be a brand that’s leading the way, not only in formulation efficacy but also in customer empowerment. We’re not worried about revealing our formulation. We are committed to a business philosophy that prioritises the use of ingredient efficacy over greenwashing and misleading branding. We believe that it’s better for our customers to know what really makes skin and hair care products effective, and safe to use. This move is a testament to our commitment to set new standards for our category. “
Jigar added, “In our latest ingredient-centric campaign, we are not only claiming to be India’s most truthful and fact-driven personal care brand but are also substantiating this claim by placing all the facts- right in front of the pack. It should have been the norm in the category.”
Abhijit Avasthi, founder, Sideways, said, “Even the most intelligent and discerning customer is susceptible to ‘stories’ when they stand in the personal care aisle in a store. With attractive bottles, each communicating its own story, do we really turn the bottle to look at facts? That’s why we want people to remember that ’stories’ don’t work on acne or hair fall- it’s the ingredients alone.”
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Nilay Moonje and Sameer Sojwal, creative heads, Sideways, said, “In this category, it is common practice to build an aura around the product. Sometimes it is the aura of ancient wisdom, divas, or scientific know-it-all. In comparison, Brillare’s new stance is refreshingly normal. We believed that just placing these contrasting personalities next to each other would make it abundantly clear to customers who are on their side. Even our ‘product window’ isn’t full of scientific diagrams or glamorous process shots; its purpose is simply to guide people on what they should look at when they pick up any personal care product.”
You know what they say: “never judge a moisturizer by its jar” This holds especially true in the beauty industry. Sure, snazzy packaging can catch your eye, but it’s important not to be fooled into thinking that a product is top-notch just because it looks fancy.
When it comes to beauty products, the real magic lies in the ingredients. Don’t get distracted by glitzy packaging or marketing gimmicks. It’s what’s inside that counts.
In fact, the real MVP of a beauty product is the ingredients. Yup, that’s right! It’s what’s inside that counts. Don’t be swayed by shiny exteriors or fancy branding – take a closer look at what’s really important.
Take a minute to read the ingredients list before making a purchase. Don’t fall for the flashy exterior or hyped-up claims. By doing your research and making informed decisions, you can choose products that are truly worth the investment.
