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HYPHEN
INDUSTRY
Beauty & Personal Care
HYPHEN is a concern-solution brand that offers high-performance ranges for everyday skincare needs. It is founded by celebrity-entrepreneur Kriti Sanon and industry leader PEP Technologies.
QUESTION
How did we position Kriti Sanon and Pep Technologies’ HYPHEN as the next big thing in skincare?
Challenge
Position HYPHEN as India’s first celeb-partnered skincare brand by leveraging Kriti Sanon’s star power as the Chief Customer Officer and Vaishali Gupta’s strategic expertise as the Chief Growth Officer. Emphasize the brand’s solution-oriented narrative, offering affordable skincare products blending the power of nature with the potency of science.
Solution
Create an overarching communication strategy that highlights HYPHEN’s unique approach, combining Sanon’s substantial fan-following and personal skincare experiences with Gupta’s background in brand-building and marketing at PEP Technologies.
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APPROACH
A balanced approach that focused on both co-founders, aligning with the brand’s strategic goals while recognizing that media attention would be primarily drawn to actor Kriti Sanon
#1
Executed HYPHEN’s launch strategy with consistent product seeding
#2
Ensured key beauty and skincare writers had first-hand experience with the newly-launched products
#3
Parallelly covered exclusive broadcast interviews and key virtual interactions
IMPACT
The approach led to a well-rounded and impactful launch in the skincare market. It also achieved HYPHEN’s ambitious milestone of becoming the fastest-growing 100 cr D2C skincare brand in India, serving 14K pin codes via its website.
70 +
Coverages
1 BN. +
Impressions
79 MN. +
Readers
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