FACES CANADA – a brand with 40 years of Canadian heritage bringing to you high-performance makeup and beauty products that are good for your skin.
Recently the brand launched a campaign called #LeaveAMark with a total number of 350 influencers, on the Lipstick day – 29th July 2021. #LeaveAMark Campaign was launched to celebrate women’s accomplishments and their efforts that have made a difference and left an impact.
The campaign garnered over 2 million views and 2000+ engagements, witnessed around 400 consume entries for the contest spanning multiple Metro as well as Tier I cities, and how well it was received amongst the audience.
Devkey Advani – Creative Director – FACES CANADA in an exclusive chat with MediaNews4U talks to us about the campaign, the growth of the company in India, and much more…
The journey of Faces in India?
The brand set its foot in the Indian booming market in the year 2009, which quickly became the local favorite to many. Quality is one of the core values, FacesCanda offers a superlative range of products keeping in mind to suit every ethnicity, skin type, tone, complexion, texture, and more. Enriched with potent natural ingredients and free from harmful chemicals like parabens, phthalates, mineral oil etc., FACES CANADA products give the best of both worlds – Great looks AND Great Skin – without any compromises. All the products are formulated with passion and care and are completely cruelty-free and PETA-approved. Made with high-quality formulations that bring the very best for all faces, the products are currently available in over 140 cities and towns at over 1500 cosmetic retail stores across India.
There are many brands jostling for space in the Indian market. What is the USP of Faces?
FACES CANADA is dedicated to creating high-performance makeup and skincare products to give you the beauty you desire with the care you deserve. We believe that today’s consumers should not have to choose between great looks and great skin. Our products come with the best international formulations developed in Europe to give you that flawless look and are enriched with potent natural ingredients with no harmful chemicals to keep your skin happy.
The recent campaign, ‘#LeaveAMark’, the strategy behind it and why now? The campaign garnered over 2 million views on the digital platform. Any other marketing initiatives for this campaign?
Makeup is so much more than just vanity; it provides women & men with confidence to be the best version of themselves. Taking this thought forward, we wanted to create a movement to share these inspiring stories that have created an impact in their lives. Lipstick is the last thing you wear while doing makeup and any makeup routine is incomplete without it. We couldn’t think of a better day to launch this campaign other than Lipstick Day. The #LeaveAMark Campaign is about celebrating women’s accomplishments and their efforts that have made a difference and left an impact. In turn leaving iconic memories along a hard-worn journey.
Today with Masks being mandatory, has it affected Lipstick sales, though the adage is every woman when depressed or feeling low her only buy is a Lipstick?
I believe we have only grown stronger. Our bestselling lip crayon, HD matte with primer has been a top choice for our customers, owing to its super lightweight application; it is highly pigmented & long-lasting. As a company, we are constantly listening to what our customers have to say. We launched a new range of No Transfer Matte lipsticks during this time to enable women and men to have a hassle-free experience while staying safe.
There should be no compromises in making yourself feel good – as the quote goes Give a woman lipstick and she can conquer the world! As far as sales go – In the month of May – June we saw a 75% rise in sales of lipsticks.
Today more and more women are conscious about how they look, how important is it for a brand like Faces to tap this market?
More and more women are getting conscious about WHAT they choose to put on their skin/ face & are getting aware of ingredients. We are looking to bridge the gap and provide products that give you great looks AND great skin, without any compromises. FacesCanada products are formulated to suit every ethnicity, skin type, tone, complexion, texture, and more. Be it our eye products like MagneteyesKajal or Face products like Weightless matte compact our products are free without harmful chemicals like parabens, phthalates, mineral oil, etc
Are you also available to the aspiring young women living in Tier 3&4 markets?
Yes, we are widely present in all potential tier 3&4 markets. We do have expansion plans in the coming months in all possible channels – Assisted and Non Assisted channels. We believe in sustainable business and growth
As Creative Director what will be the other innovations for the brand?
We are constantly working on providing the best quality, high-performance products and are coming up with new product innovations and improving our formulations to provide the best quality and range of products. Having said this, we have a lot of exciting new launches coming up!
We’d like to have FacesCanada become a more accessible brand for more consumers in the future. We will do this with a strong focus on product innovation based on different consumer segments and their needs.