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<ul><li>The Covid-19 <keyword id="43587" type="ORGANIZATION" weightage="20" keywordseo="pandemic">pandemic</keyword> has resulted in an obvious need in maintaining safe hygiene practices as the first step towards preventive health care.</li><li>This made brands in the health and hygiene segments responsible for educating consumers and spreading awareness.</li><li><keyword id="2917879" type="PERSON" weightage="20" keywordseo="Sukhleen-Aneja">Sukhleen Aneja</keyword>, CMO, Marketing Director, <keyword id="6304456" type="UNKNOWN" weightage="20" keywordseo="RB-Hygiene">RB Hygiene</keyword>, South Asia, a company that manufactures brands like <keyword id="416885" type="PERSON" weightage="20" keywordseo="Harpic">Harpic</keyword> and <keyword id="2983137" type="PERSON" weightage="20" keywordseo="Lizol">Lizol</keyword>, shares how it had to pivot its focus to the communication of these evolving health and hygiene needs and how it will continue to be an area of focus for the brand along with ensuring the availability of its products. </li></ul> The world we are living in since the outbreak of the coronavirus has been one of constant change, be it the way we live our lives, conduct business, reach out to audiences or even the way audiences interact with brands. The past few months have led to a lot of learning. Amidst an increasing awareness about safety and hygiene, people are now looking up to brands, to help them lead a safe life. Owing to the situation we find ourselves in, specific categories related to health and hygiene have witnessed massive growth. Therefore, it was the responsibility of brands from this category to spread awareness, and handhold consumers through these adverse times. We recently spoke to Sukhleen Aneja, CMO, Marketing Director, RB Hygiene, South Asia. Being the manufacturer of some major products that are frontrunners in the health, hygiene and home categories like Lizol and Harpic, <keyword id="73803" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser">Reckitt Benckiser</keyword> had to adapt to the evolving consumer needs and help educate them, something that has helped them strike a chord with consumers over the past few months. Aneja tells us about her learnings and how the brand came up with communications to ensure they were regularly in touch with the consumers and educating them about the need for cleaning and disinfecting their homes. Excerpts: Q) The lockdown phase became a period of new challenges for organizations as well as consumers. What kind of focus did RB give to solving consumer problems and tailoring their offerings to their evolving needs? The Covid-19 pandemic has heightened the need and importance of maintaining safe hygiene practices as the first step towards preventive health care. Our brands are well positioned to meet consumers hygiene requirements. We understand that we play a crucial role in keeping our patrons well informed and provide them with superior quality products. Keeping in line with the changing shopper behavior, we recently launched our ‘e-commerce first’ Lizol Concentrate <keyword id="775645" type="PERSON" weightage="20" keywordseo="disinfectant">Disinfectant</keyword> Surface Cleaner. This innovation is not only effective as a disinfectant but, is also a more sustainable option that is aimed at providing superior benefit value for consumers. Q) Has there been any surprising behavioural change in the consumers during these past few months that might change the way you market your products, or even lead to a transformation in your offerings? The Covid-19 outbreak has caused a major shift in consumer behaviour. We’ve been witnessing a heightened hygiene consciousness post the outbreak. There is an increased awareness on hygiene and sanitation levels which has led to category adoption for home and personal hygiene products. It becomes important for brands like Lizol and Harpic to educate consumers not only on personal hygiene but also on surface disinfection. Our ‘Disinfect to Protect’ public service campaign launched during the Covid-19 pandemic has been focused on informing consumers to clean and disinfect frequently touched surfaces. Lizol’s ‘Safe To Touch’ and Harpic’s ‘Saaf Nahi Swachh’ campaigns are built on driving behavior change by educating consumers on the need for disinfection at home to protect their loved ones. Q) Did some segments under your offering portfolio perform better than others? Increased awareness on health and hygiene have had a direct impact on buying patterns. The collective effort of the governments, ministries and health organizations to educate consumers on disinfection has been tremendous. Based on Kantar data, we can see an increased demand across brands on floor cleaners, surface disinfectants, toilet cleaners both in Urban India and Rural India. This is primarily because these products are the first line of defence against communicable diseases. Brands like Harpic and Lizol have seen an uplift due to the critical role they play during Covid-19. Both brands have been tested and proven to be effective against the Covid-19 (Sars-Cov-2) virus. Q) As a marketer, what will your focus be going ahead in this new world order? We will continue to focus on our purpose- to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world. As a Marketer, educating our consumers and ensuring availability of our products will continue to be our biggest priority. Our teams have been working towards our fight –to make access to the highest quality hygiene, wellness and nourishment a right, not a privilege. We will continue to work towards making homes safe and keep people protected from illness causing germs and viruses. Q) What have some of your major learnings from this experience been? While cleaning has become a part of the ‘new normal’, consumers are still relatively unaware of germs and viruses that are present on multiple surfaces including toilets and bathrooms at home. We need to take more responsibility to educate our consumers not only on cleaning superficially but also on ensuring disinfection within their surroundings. It is important that buyers adopt specialized products that help break the chain of infection (and drive behavioural change). Advertising has played a key role in helping people understand the importance of disinfecting surfaces as well as toilets and bathrooms within their homes. Q) Did marketing take on a greater purpose during these last few months of crisis? Do you think effective communication can play a big role in cementing a brand's importance in a consumer's life? RB’s business is fundamentally intertwined with purpose. Brands play an extremely important role in aligning to changing buying behavior and meeting unmet needs of our consumers. We are experiencing a never-seen-before inflection point which makes it imperative for marketers to provide consumers with correct information and access to the right products. Messaging and communication have evolved as consumers seek ‘purpose’ and ‘value’ in everything they do. With our campaign ‘Safe To Touch’, we understand the role of surfaces. The campaign is helping people understand that frequently touched surfaces like doorknobs, kitchen counters, table tops etc are extremely vulnerable and need to be disinfected regularly.This campaign brings to life the need for surface disinfection at home. Harpic’s ‘Saaf Nahi Swachh’ and ‘All-Rounder’ campaigns establish the fact that toilet/bathroom cleaning and disinfection cannot be ignored. It is extremely critical that all surfaces in the bathroom and toilet are not only cleaned but disinfected. Furthermore, its important that consumers realise the importance of specialized products that lead to healthier homes.

Messaging and communication have evolved as consumers seek ‘purpose’ and ‘value’ in everything they do: Sukhleen Aneja, RB Hygiene, South Asia

<ul><li>Top cosmetics, clothing and jewellery brands of India have witnessed an increase in sales as work-from-office gains pace. </li><li>Online retail brand <keyword id="319719" type="General" weightage="80" keywordseo="myntra" source="Orion">Myntra</keyword> said the most popular work wear for Indians include kurtas and formal shirts. </li><li>There was an increase in blings and cosmetic products post-pandemic, leading retail brands revealed. </li></ul>Crisp white shirts, blazers and even kurtas are selling like hotcakes as Indians are back to office and don’t intend to recycle their last-season wardrobe of formals. <keyword id="2834772" type="General" weightage="50" keywordseo="aditya-birla-fashion" source="Orion">Aditya Birla Fashion</keyword> has been gaining from the trend as formal work wear contributed to over 45% of its total sales in the first quarter of this year, according to a Motilal Oswal report. Even as the festive theme takes over most purchases in the next few months, the company expects growth in formal wear to continue, the report says. Apparel retailer Myntra too told Business Insider India that it has seen an uptick in formal shirts and pants, shift dresses, ties, blazers and even shoes in the last few months. The first half of the year saw a 10-fold growth in the segment since the first half of 2018, it said. “Some of the popular brands on the platform for workwear include Allen Solly, Mango, Louis Phillipe, H&amp;M, Dressberry, Arrow and <keyword id="126601" type="General" weightage="50" keywordseo="van-heusen" source="Orion">Van Heusen</keyword>,” said Sharon Pais, chief business officer at Myntra. Lipstick with my kurta To go with these clothes, office goers are buying more make-up. The government’s relaxation of norms that mandated people wear masks at all places has aided the trend. <keyword id="12188628" type="General" weightage="80" keywordseo="good-glamm-group" source="Orion">Good Glamm Group</keyword>’s online cosmetic retail brand <keyword id="3030142" type="General" weightage="80" keywordseo="myglamm" source="Orion">MyGlamm</keyword> has seen its sales across segments go up by seven times this year. The product that’s among its fastest selling is its ‘long-lasting’ LIT Liquid Matte Lipstick, perfect for office goers. “Customers are seeking multi-functional, high efficacy, budget-friendly and sustainable products. Our luxury range, Manish Malhotra Beauty by MyGlamm has also seen a hike in sales by 4x,” said Sukhleen Aneja, CEO, Good Brands Co, The Good <keyword id="12357310" type="General" weightage="80" keywordseo="glamm-group" source="Orion">Glamm Group</keyword>. Luxury &amp; bling Myntra also said that its customers are now spending on luxury beauty products as they are keen on looking their best as they step out of their homes. “The luxury beauty segment was popular among the beauty buyers with brands like MAC, <keyword id="1607389" type="General" weightage="50" keywordseo="dyson" source="Orion">Dyson</keyword>, Armani Beauty, GK Hair, Benefit Cosmetics, CK and Laneige leading the way with a staggering five-fold growth in demand for the segment,” said Myntra’s Pais. Good Glamm Group’s Aneja said that the buying trends were erratic all across the pandemic, but lipstick sales were high even when people were masking up religiously. “Although we anticipated that lipstick sales would decline during the pandemic, they were unaffected. We saw a rise in eye makeup products. While cosmetics and skincare are in high demand post pandemic,” added Aneja. The need to shine as they step out is also aiding the growth of jewellery sales. “Wrist wears have gained prominence and there is traction in higher price-point rings and bracelets. Earrings have also emerged as a viable option apart from studs, which is being preferred largely by the younger generation,” said Avnish Anand, co-founder and COO of CaratLane, an online and offline jewellery retailer. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/sequoia-capital-offloads-2-of-its-stake-in-zomato/articleshow/93802868.cms">Sequoia Capital offloads 2% of its stake in Zomato</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/ibc-cases-still-below-fy20-levels-report-says-this-shows-india-inc-is-comfortably-placed/articleshow/93793663.cms">IBC cases still below FY20 levels – report says this shows India Inc is ‘comfortably placed’</a>

Pyjamas out, power suits in: apparel and cosmetic sellers gain as Indians go back to office

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Messaging and communication have evolved as consumers seek ‘purpose’ and ‘value’ in everything they do: Sukhleen Aneja, RB Hygiene, South Asia

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Pyjamas out, power suits in: apparel and cosmetic sellers gain as Indians go back to office

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