MyGlamm, the DTC beauty products brand from content-to-commerce unicorn The Good Glamm Group, is planning to expand its physical presence with flagship brand stores in metros and tier 2 and 3 cities.
“The brand adopts a 360-degree marketing approach, with a ‘massive’ offline presence as well,” said Sukhleen Aneja, CEO, Beauty & FMCG Brands, The Good Glamm Group, in a telephonic interaction with MediaNews4u.com.
“When it comes to our revenue split, 70 pc is from online and 30 pc of revenue is from offline,” revealed Aneja. The brand acquires 5,00,000 consumers a month, with online and offline contributing in good measure. MyGlamm is present at premium modern retail chains like Lifestyle, Shoppers Stop and Health & Glow.
Its mid-2022 presence at 50,000 retail points of sale is up from 4,000 in 50 cities in early 2021.
Darpan Sanghvi, Founder and CEO, MyGlamm, told www.retail4growth.com in February 2021 that the company had 4,000 points-of-sale across 50 cities and that in 2021, the count would go up to over 10,000 outlets in 100 cities.
When it closed its Series C funding in July 2021, it was reported that the brand had 10,000 points of sales across 70 Indian cities.
In end-2000, MyGlamm was in the news for launching a 3,000 s.ft. experiential store in Mumbai that blended the physical experience with digital and content creation facilities.
Standing out in the Crowd
We asked Aneja how MyGlamm has differentiated itself, given that the beauty space has several players in the fray, both online and offline, and MyGlamm has a presence in both. She explained that MyGlamm is a personalised makeup brand, all of whose products are born of consumer needs.
“As a brand, we have probably run the largest survey asking consumers about their needs and the trends they want. We, as a brand, have personalised the products by listening to the consumers’ requirements. If you look at the brand name, MyGlam is celebrating your own glamour by personalising the makeup requirements for consumers. Our product line is innovative,”she added.
True to the name of the parent company, the brand offers over 800 cruelty-free and vegan products across makeup, skin care, and personal care.
On beauty product consumption trends, she explained, “There are a few consumption behavioural trends. The first one is inspiration. People are looking for inspiration. The second factor is variety. The consumer wants to try out new products and new looks. Another trend that influences consumers are celebrity styles. They want to try out the look and style of their favourite celebrities.”
Collaborations and Partnerships
The brand was also in the news for launching a signature line in collaboration with designer Manish Malhotra. On the scope for more such collaborations, Aneja responded, “Currently, we want to ensure to scale our business and, as and when it’s relevant, we are open to collaborations.”
In its quest to associate with Bollywood and glamour, MyGlamm has also been the presenting sponsor of Filmfare OTT Awards and it counts actors Sharaddha Kapoor and Siddharth Malhotra as brand ambassadors.
On the brand’s most recent association, with celebrity chat show Koffee with Karan, Aneja said, “MyGlamm’s association with the new season of Hotstar Special’s Koffee with Karan is the brand’s step towards tapping all sides of the glamour industry by reaching out to its core target audiences. The brand stands tall with its belief in keeping on introducing exciting innovations to achieve its single, focused goal – to make looking glamorous effortless. With this collaboration, we aim to further our endeavour to democratise beauty at a whole new level.”