Mumbai: Sugar Cosmetics, an omnichannel beauty brand looked to add a twist to the Holi celebrations in Mumbai. The brand painted the city yellow as billboards launched its new campaign, ‘Born to Lead, Not Follow’ to celebrate seven years of the launch of India’s highest-selling foundation stick* and the unstoppable spirit of women that Sugar represents. The campaign features Ace of Face, a foundation stick range –which was launched back in 2017 in 22 shades from light to deep – the maximum launched by any Indian brand to date.
Since launch, the Ace of Face foundation stick has steadily grown to become Sugar’s second-highest selling range the company explains. The decision to launch shades for a range of skin tones was a message by the brand to not just help in transforming looks but to also inspire people to embrace their uniqueness and conquer the world with confidence.
Kaushik Mukherjee, co-founder, COO, Sugar Cosmetics said, “The campaign’s creative thought of “Born to Lead, Not Follow” salutes the spirit of being unstoppable, breaking barriers and challenging societal norms, to create something unique and special. This spirit drives the brand’s core ethos and its product offerings for our consumers. The stellar seven years of the bestseller foundation stick, Ace Of Face, stands testimony of our brand ethos and dedication to providing distinctive value products.”
The campaign is currently live across outdoor media and digital platforms. Billboards can be seen at various locations including in Mumbai at Vakola Flyover @Western Expressway, Sahara Star Junction @Western Expressway, Gokhale Bridge off Western Expressway, and Andheri-Jogeshwari highway among others.
Kaushik Mukherjee’s take on SUGAR’s Ace of Base foundation stick product journey –
