Chennai: CavinKare’s flagship skincare brand Spinz BB Cream is tapping into the popularity of ‘Get Ready With Me’ (GRWM) content with its new campaign, ‘Ready To Glow With Me’ (RGWM), aimed at engaging beauty creators and consumers through social media-led storytelling. The campaign combines an original music track, creator collaborations and consumer participation to encourage audiences to showcase their everyday beauty routines and interpretations of the RGWM concept.
At the centre of the campaign is an original Spinz BB Cream music track featuring a catchy hook designed to serve as a common creative cue for creators. The brand has partnered with more than 100 beauty, lifestyle and content creators across India, who are showcasing their versions of RGWM through college-ready looks, office routines, travel diaries, festive occasions and everyday beauty rituals.
The campaign also extends participation beyond influencers, inviting consumers to create and share their own #RGWM (Ready To Glow With Me) videos using the campaign soundtrack and tag Spinz on social media. The initiative aims to turn a familiar social media format into a broader consumer-led movement around everyday beauty and confidence.
Speaking about the campaign, Rajat Nanda, Business Head – Personal Care, CavinKare said, “The beauty category today is shaped as much by creators as it is by consumers. People don’t just watch content anymore—they recreate it, personalise it and share it within their own communities. With ‘Ready To Glow With Me’, we wanted to create a platform that naturally fits into this creator ecosystem while giving our audience an opportunity to express themselves. It’s a campaign designed to be experienced, reinterpreted and carried forward by the people who engage with it.”
Through the combination of music, creator participation and user-generated content, Spinz BB Cream aims to build greater engagement around the RGWM format while positioning the campaign as an accessible and shareable beauty movement for digital audiences
