Cosmoprof India 2024: Navigating Indian consumer expectations

Industry leaders such as Nikita Rustagi of Centdegres; Sanjay Sharma of Shiseido India; Biju Kassim of Shoppers Stop and Jaffrey Zaman of Intercos India shared insights at a panel discussion on harmonising global trends with local sensibilities. The speakers highlighted the importance of aligning advancements with India’s diverse consumer needs.

The discussion explored evolving consumer trends and provided a strategic blueprint for brands to excel in a landscape defined by innovation, emotional connection and  design-driven solutions.

Consumer desires vs. brand vision
Kassim emphasised that affordability and accessibility are no longer optional, they are necessities for brand survival. He underscored the shift towards confidence-driven consumer moments, marking a new threshold in the market.

The panelists emphasised the critical balance between consumer desires and manufacturers' ability to deliver designs that resonate. Today’s consumers are price-conscious yet value-driven, seeking products that combine high-quality ingredients with affordability.

The role of social media and storytelling
Kassim noted that while social media is pivotal, it risks oversaturation. He stressed the importance of sustainable storytelling, advising brands to slow down and focus on long-term emotional connections. This approach reflects the lessons learned during the D2C boom of Covid-19, where brand building became a necessity, not a choice.

Sanjay Sharma highlighted its local potential when paired with influencer marketing. He advocated for omnichannel strategies, balancing eCommerce (which accounts for 35-40% of sales) with physical experiences, citing NARS boutiques as prime examples of immersive artistry.

Local ingredients, global standards
Sharma called for international brands to focus on localisation. Successful brands must invest in R&D, understand Indian consumer needs, and incorporate locally sourced ingredients. This approach builds emotional connections, creating a "brand story" that resonates deeply, much like the successful collaborations of Estee Lauder and Sabyasachi.

Building ecosystems
Indian consumers are evolving—they value education on product use and engagement that fosters loyalty. Kassim noted India’s rich pool of talent and artistry, urging brands to create platforms for skill-building and expression.

Jaffrey Zaman stressed the importance of craftsmanship, combined with industrial processes to differentiate products. Trends like SPF-infused makeup and innovative ingredients offer a way forward, spotlighting India's potential as a global leader in beauty innovation.

Innovative products, balanced pricing, and sustainable practices will shape the next wave of beauty evolution in India.

The 3 Es: Education, engagement, expression
The panelists agreed that India is at the cusp of an inflection point. Engagement, education, and expression are vital, not just for differentiation but for creating trust. From balancing price and ingredient consciousness to crafting unique ecosystems, the future depends on bold yet thoughtful steps.