MUMBAI: Sugar Cosmetics, an omnichannel beauty brand that claims to be growing among Gen Z and Millennial consumers has launched ‘#GRWS – Get Ready With Sugar’. This is a digital campaign that brings celebrities from various career choices, ages, and sexual orientations together such as Bollywood actor Alaya F, Bollywood singer and music composer Jasleen Royal, actor and singer Sushant Divgikar a.k.a. Rani Ko-HE-Nur and Indian cricketer Shreyanka Patil.
The campaign plays along the narrative of “Duniya ke liye ready hone se pehle, khud ke liye ready hona zaroori hai !” with the objective of ‘valuing yourself first’ to foster and cultivate a healthy balance between giving your best to others and nourishing your needs. The campaign was launched with a digital video featuring the four celebs which captures their crucial last-minute mental preparations followed by the rituals before they take over the main stage. Showcasing that femininity and leadership can coexist, each celeb before facing the world is seen reinforcing confidence through their rituals involving their favourite Sugar makeup products that not only enhance their external appearance but also strengthen their inner energy as they take on their respective roles.
In the span of the next three months, the brand will release individual versions of each celeb showcasing their last-minute rituals before hitting the big stage. Additionally, the upcoming videos will also introduce the new product offerings. #GRWS will be digitally amplified across all channels including Instagram, YouTube, and Facebook along with on-ground retail touchpoints.
Vineeta Singh, co-founder, CEO Sugar Cosmetics said, “I am inspired to stand next to some of India’s self-made personalities like Sushant, Jasleen, Alaya, and Shreyanka in the #GetReadyWithSUGAR campaign. Sugar Cosmetics is the choice of the bold and the unstoppable individual. This campaign recognises that it is essential to cultivate self-worth to build with compassion, and resilience, inspire, break barriers, and bring positive change. And makeup simply enhances one’s confidence in this journey while allowing them to express individuality in their professional and personal space!”
Divgikar said, “SUGAR Cosmetics’s #GetReadyWithSUGAR campaign embodies the spirit of inclusivity and empowerment that resonates with me. It serves as a reminder that the journey of preparation is just as important as the moment of recognition itself. And during the preparation always express gratitude towards people who stand by you. So, get ready to scream, build, entertain, win, and inspire with all of us!”
Royal said, “The #GetReadyWithSUGAR campaign is an inspiring call for every woman to pause, prepare, and embrace her power before stepping into the spotlight. I believe in the idea of celebrating the preparation before the showdown and that’s what excites me about this campaign.”
Patil mentioned, “I am extremely excited to be a part of #GetReadyWithSUGAR campaign, an impactful and inspiring initiative by Sugar Cosmetics that celebrates the hustle behind every successful story. There is no boundary hit without rigorous practice.”
Alaya F said, “Being a part of the #GetReadyWithSUGAR campaign feels so fulfilling! The campaign beautifully captures some of the rituals I do before facing the camera! For instance, I like to meditate and calm myself before an important shoot. I feel a lot of gratitude to be in the same space as other women who have embraced the strength that is found in taking time for themselves.”
Kaushik Mukherjee, co-founder, COO, Sugar Cosmetics said, “It’s heartwarming to have India’s inspiring icons from various walks of life to come together for #GetReadyWithSUGAR to voice how valuing yourself first is a must before shining bright for the world. With this remarkable collaboration and narrative, we aim to fuel confidence in future generations to embrace the moment and seize every opportunity to be the best version of themselves – with Sugar.”
