SKINN by Titan was launched in 2013 for urban, stylish, well-traveled Indian men and women. Designed by award-winning Master perfumers, fine fragrances from SKINN are crafted to suit Indian preferences and weather conditions. All products are dermatologically tested.
SKINN, a fine fragrance brand from the house of Titan has released a digital video to promote their latest fragrance collection, ‘Tales’ – a collection of 4 happy scents that will uplift your spirits with just a spray. Conceptualized by Ogilvy South the video is aimed at creating awareness for this new launch and encourage consumers to try all the refreshing new SKINN Tales fragrances – Rio, Ibiza, Oslo, and Malaga.
Targeted at Women and Men, between the ages of 22-45 years, the film captures moments of happiness and bursts of spark wrapped in a relatable vibe of youthfulness. The elements of freshness and style brought forth in the film successfully depicts the real essence of the ‘Tales’ collection – young, lively, and happy. With this video, the brand aims to capture the imagination of the users who are looking for everyday fragrances that have a unique character at the heart of their creation.
In an exclusive chat with MediaNews4U, Kanwalpreet Walia – Marketing Head Fragrance and Accessories Division, Titan Company Limited talks about the new launch Tales, the innovation in digital marketing, and the way forward in the new normal, and much more.
‘Tales’ SKINN’s latest launch, the strategy behind this launch?
Overall, perfumes have had low penetration in India, and our priority has been towards making perfumes an everyday accessory and democratizing the fine fragrance space by giving this experience to many more consumers. Thus, we have introduced a range of everyday, affordable fragrances, so that perfumes become a part of consumer’s everyday grooming and is used generously every day
We are targeting the audiences who are evolving with their lifestyle preferences, consumers who are looking to upgrade to finer fragrances. Our aim is to offer superior fragrances across different olfactive spectrums to our consumers and introduce them to a world of aromatic indulgences. The new collection, SKINN Tales, has four variants – ‘Rio’ and ‘Oslo’ for men, and ‘Malaga’ and ‘Ibiza’ for women, that have been designed as a representation of fun, exotic destinations, and formulated by the master perfumers to create an elevating experience for the consumers. The collection has an assortment of olfactive spaces – Floral, Musky, Citrusy notes to offer a wide range for your everyday usage.
‘Tales’ has a very colorful and innovative packaging and fragrance…. your thoughts on this?
The packaging and presentation play an important role, and we pay attention to each detail right from crafting the fragrances to delivering them to our consumers. Fragrance as a category depends a lot on the senses, touch, smell, and feel are crucial for experiencing fragrances.
SKINN Tales is a collection of perfumes that uplift your spirits by just a spray and is reminiscent of happy memories and the packaging communicates the theme of ‘Tales of Happiness’. The bright, happy, and colorful packages of Tales coupled with the right olfactory notes induce joy and cheer.
Last November you launched Escapade, what has been the response?
The response to SKINN Escapade has been very encouraging. Consumers have liked the collection of bold, woody, zesty fragrances and the entire proposition of the adventurous, outdoorsy world of Escapade coming alive through the packaging.
The collection has helped us strengthen our offering in the Men’s segment and is contributing healthily to the overall business. We will continue to build the franchise through marketing and promotions.
Today there is a surge in digital and online shopping, what will be your innovative concepts to reach out to your consumers?
We are building engagement by building relevance for fragrances. We have been focusing on creating content pieces that explore the world of fragrances, presenting it as a slice of life and making it more engaging for the consumers.
Digital and E-commerce have been a key focus areas for us – both for brand building and sales generation. Creating the mood with fragrances, digitally, can be slightly tricky especially during the current circumstances. Despite the unprecedented challenges of the pandemic, we collaborated with Master Perfumers and created an experience for the consumers where we got Master Perfumers on Instagram Live to interact with them. These experts shared their inspiration for crafting fragrances, explained the different ingredients, and invited the listeners into the mesmerizing world of perfumes.
We created a content series with our in-house fragrance expert on different topics of demystifying the fragrance and help consumers choose the right perfume.
We have expanded our presence across all major e-com portals and our brand website SKINN.in has witnessed a lot of growth during current times. Consumers preferred buying genuine fragrances from a trusted place like the brand website.
We also sampled SKINN fragrance digitally – where the consumer could order discovery kits of their choice and try our products in the comfort of their home.
Additionally, we also partnered with travel aficionados last year to create exciting content around SKINN Escapade, bringing alive the beauty of nature in unique ways.
The pandemic and the lockdown due to the second wave have affected most businesses. How effectively have you used the crisis?
The pandemic has given new challenges and new solutions to the world, businesses, and consumer behavior. We believe that fragrances have remained a consistent part of consumer’s life, as they have a mood-enhancing effect on the user, and in these difficult times when people are looking for some small pockets of joy, various research has indicated that fragrances boost positive emotions and impact the mood of a user. They have the ability to make the wearer feel more positive and happy.
We have taken this time to craft a range of fragrances for the new needs and launched a range of four happy scents – SKINN Tales, which explores new olfactive spaces and captures these changing consumer behaviors.
Last year in October, we launched SKINN Escapade which brought alive the world of adventurous, outdoorsy fragrances. In the time when people were not stepping out, it gave consumers a chance to experience nature.
In this time we also sampled our fragrances digitally through our brand website SKINN.in which gave consumers a choice to experience our perfumes from the comforts of their homes.
What are some of the post-business strategies that you will use to bring the business back on track and create a demand for the brand?
Brand SKINN has always focused on bringing the best-crafted fragrances and offering a world-renowned perfuming experience for Indian audiences. Our attempt has been to offer new olfactive spaces to generate consumer interest; we launched the Escapade collection last year with bold adventurous fragrances. We want to offer a wide olfactive portfolio to the consumers through our existing and upcoming collections.
Recently we have introduced our new product range SKINN Tales that are a Youthful, Fun, Casual, and accessible everyday fragrance for Men and Women.
With this collection, we have introduced a new segment of affordable, everyday fragrances under SKINN’s stable. The collection has unique fragrances for Men and Women, and it is available at an affordable price range of INR 1595/- for 100 ml, to spread the tales of happiness and fragrances to one and all. SKINN Tales is thus an easy price point for consumers to experience SKINN’s exquisite offerings and generously use fragrances for their everyday needs.
In the time when traveling was restricted and people were not meeting their loved ones often, we emphasized the role of SKINN Fragrance as a thoughtful gift that could help relive those memories and create new ones. We are trying to create the demand for the brand through various offline and online initiatives around awareness, trial generation, and content.
It has been 7 years, how has your journey been and the way forward?
Within seven years, brand SKINN has become the No 1 selling fine fragrance brand in the country with a wide product assortment and attractive pricing. This is an important milestone – as it reflects the true quality and appeal of our products. We have crafted our portfolio in a way that appeals to the different olfactive needs of consumers – at one end we have Floral, Fruity, Fresh fragrances, and on the other end we have some Bold, Fougere, Oriental fragrances. These fragrances have been developed with a rich blend of exotic ingredients, all at economical pricing.
We have built our portfolio with a wide offering with prices starting from INR 499. Our portfolio includes Premium Deodorants, On-The-Go Mini Packs, Beautiful Gift Packs, and widely loved individual packs and collections. We have worked very closely with world-renowned master perfumers in decoding the consumer preferences, understanding the ever-evolving fragrance, and grooming landscape to develop our fragrances. We are in the constant endeavor to offer a unique fragrance experience to our consumers.
We are also tapping Titan Company’s consumer base across our brands and introducing them to fine fragrances through a multitude of communication, and SKU offerings. Our goal is to increase the SKINN brand’s awareness, reach and make it a fragrance of choice for everyone.
As WFH is the new normal, are you seeing people buying fragrances?
In the new normal consumers have evolved, and so has the role of fragrance in their life. Fragrances are being looked at as mood enhancers and various categories of aromas, scents, incense, essential oils including perfumes create a positive ambiance and impacting mood. In times when all of us are looking for happy indulgences, fragrances fit right into the lifestyle of working from home, and the consumers are following the shift and seeing the fragrances in a different way.