Insight Cosmetics, a distinguished player in the cosmetics industry, has embarked on an exciting new venture into skincare with the launch of its innovative range of 11 serums. After four years of painstaking research and development, the brand unveiled this meticulously crafted collection, tailored specifically for Indian skin types. Established in 2012, Insight Cosmetics boasts an extensive portfolio of over 350 SKUs, encompassing a wide array of makeup essentials from nail polish to makeup brushes. With a firm belief in investing in the future of cosmetics, the brand continues to push boundaries and redefine industry standards.
Mihir Jain, the Sales & Marketing Director of Insight Cosmetics spoke to MediaNews4U, on the new skin care product range, the consumer reactions to the products, and more.
A research-focused manufacturing company with an inhouse team:
Speaking on the factors that motivated Insight Cosmetics to enter the skincare segment Jain said, “The founding team of Insight boasts over 31 years of experience in the cosmetics industry, having demonstrated steady growth within the colour cosmetics segment. In 2012, we introduced Insight Cosmetics to the market, marking the inception of a journey characterized by remarkable expansion across both online and offline platforms. The main differentiator of Insights cosmetics as a brand is that we stand for safety, that was one of the main reasons that prompted us to enter into the skincare segment.”
He further added, “We believe that there was a huge gap in the skincare market which are toxic free, good quality but unaffordable to the consumers. This is exactly the gap we are bridging; we have launched around 11 serums and all our products are toxic free, vegan, clinically tested for safe use on the skin. These are the accreditation we have in the serum range. We are a manufacturing and research driven company and we have our inhouse research team. Hence, serums were a big project of us, where we started research almost four years ago. During the research period, there were a few components we were not satisfied with the quality. We scrapped the project and started all over again. The serums which are available in the markets are launched after thorough research and many clinical tests. It is a perfect product fit in the market as it is curated for Indian skin tone.”
The target group for the skin care serums are consumers from 16-60 years of age who are facing any skin issues and are looking for safe and toxic free product at an affordable price.
“Coming to the makeup category, core audience of Insight Cosmetics is of the age group of 16-45 years, particularly women,” Jain added.
Quality products that generate positive feedback, delivering good result:
Speaking on the initial responses from consumers, Mihir Jain said, “Since we launched the serums just over a week ago, the reaction has been overwhelmingly positive. Consumers already have a strong confidence in Insight Cosmetics as a brand, and our recent social media marketing efforts have only reinforced this trust. The feedback we’ve received has been fantastic, boosting our confidence even further.
“Our serums are designed to offer high-quality, safe, and effective skincare solutions, addressing concerns like skin brightening, dark circles, and the elimination of spots and dullness. One thing that sets our serums apart is their efficacy, with visible results starting from day 14 of application,” he added.
According to Jain, Currently, the Vitamin C and Glutathione Radiant Serum is one of our best-sellers, known for its impressive brightening and radiance-enhancing properties.
“Another popular product is our 10% Niacinamide Vitamin C Serum, which is praised for its ability to minimize pores and reduce dark spots within 14 days. While these two are our top performers, we offer a range of serums for different skin types. Our pricing is competitive, starting from Rs 299 and going up to Rs 399,” Jain underlined.
Jain explained the key marketing strategies Insight Cosmetics plans to employ to promote this new range of serums, “Insight Cosmetics is known for letting our products speak for themselves rather than relying heavily on marketing. Positive word of mouth has been a significant driver for our brand, and we are confident in the quality of our offerings. We aim to solve efficacy issues with toxin-free products.”
“The quality of our serums is our greatest strength, as they deliver visible results in just 14 days. “For example, our brightening and skin repair face serums are made from 98% natural extracts. Our team is continually researching to develop more high-quality products like these. While we are engaging in some online and offline marketing activities, our primary strategy remains focused on delivering quality products that generate positive customer feedback. We believe that when customers experience good results, they will naturally talk more positively about the products,” he added.
According to Jain, Insight Cosmetics are present in more than 20 states in Indian and we cover 35,000 retail stores.
“We have seen a trend that the makeup consumption in the North and West is a little high when compared to other regions, hence we as a company we see upward numbers in North and Western region of India. South and East is also growing relatively,” he added.
Brand ethos aligning with ambassador Disha Patani:
Insight Cosmetics signed Disha Patani as brand ambassador last year, explaining the choice of celebrity, Jain said that her commitment to health and wellness resonates deeply with the brand’s values. They sought a personality who prioritizes health and well-being, and Disha Patani epitomizes these values. As a fitness enthusiast, she diligently cares for her body, ensuring safety during her stunts. Jain explained that her commitment to internal and external self-care aligns seamlessly with the brand’s core value of safety. With Disha’s support, they aim to reach more individuals and emphasize the importance of a holistic approach to beauty. Thus, they found Disha Patani to be an ideal representative for their brand.
Highlighting some of the most popular categories and products that have become staples in your collection, Jain said that Insight Cosmetics boasts over 350 SKUs that are highly appreciated by customers for their innovative formulations.
He emphasized that the company is intensely driven and focused on meeting customer needs when formulating new products, with the primary objective of addressing consumer issues.
Jain highlighted their recent professional range in the makeup category, which includes skincare-infused ingredients like aloe vera and papaya extracts. This approach aims to provide more skincare benefits within their makeup products. One of their standout products, the pro concealer palette, addresses three different issues: it conceals the skin, acts as a toner, and serves as a corrector. Jain noted that they have sold millions of this particular product.
Providing insights into the average order value for the brand’s online sales, Jain said, “The recently launched skincare range, we are witnessing month-on-month growth across all channels.”
Selling channels and average order values:
He mentioned that their abandoned cart rate is currently at its lowest, and they are also seeing an increase in repeat purchases on their website. The average basket size is more than 1.5 products, with the average order value ranging between Rs 400-450. Jain expressed optimism that the average basket size for skincare products would grow in the coming months. He also noted that the average basket size for the makeup category is 6-7 products.
The 60 pc of revenue comes from offline channels and 40 pc from online channels. The best seller categories have always been the face and lips categories and that contributes maximum to the revenue
Speaking on the brand’s perfume category, Jain said that although they have been in the perfume market for a long time, their primary focus has been on the makeup category.
“However, with the rising demand from Indian consumers, we are planning to launch new products in the women’s perfume category within a month or two, and these products are currently in the research stage. “Jain concluded.
