TS Kosmique Kajal - Future Consumer
A product launch that celebrates the beauty and seduction of the traditional kajal in the twentyfirst century life of young Indian women.
How do you launch a brand of traditional kajal, making it relevant to a young woman’s modern style aspirations? How do you represent a brand in a manner that’s young yet assured, everyday yet special. Be it the wordmark, branding, packaging or the writing or design, our answers reflect a strong, exuberant personality for Kosmique Kajal.
The humble Kajal comprises 20-25% of the overall colour cosmetics market in India and it is no surprise that it was one of the first beauty products to be launched by Future Consumer under its grooming and beauty brand – TS. Post the TS rebranding exercise, kajal was our second mandate. We were assigned with the naming, branding and communication task for the same.
Indian women have big beautiful eyes and love to accentuate that feature of their face.
Eyes are known to be a window to the soul, and Kajal with its instant transformation ability, helps a woman feel inherently confident providing a window to the cosmos within herself, letting her express her true self unabashedly. The name ‘Kosmique Kajal’ just seemed like the best expression of this.
Having positioned the brand as the ultimate beauty ammunition every woman needs to express herself, we carried forward the same spark & energy into Kosmique Kajal. Kosmique Kajal came with Aloe vera, a distinct differentiator amongst its competitors besides the attractive price, hence green seemed to be the perfect choice of colour for the sub-brand.
The communication was designed to showcase the type of looks one could achieve with Kosmique Kajal besides letting the brand shine through. Kosmique Kajal was sold largely in the extensive Future Group retail outlets and online. Priced cheaper than the competition, the attractive cost was strategically highlighted in point of purchase communication.
The brand TS not only began competing with the market leaders in retail but also ended up ringing its e-commerce sales registers an enormous growth from the time of its revamp. Kajal comprises a fair chuck of the same.
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