How 3AM is Planning to go Omnichannel
How 3AM is Planning to go Omnichannel

The Indian cosmetics industry is continuously witnessing firm growth over the past few years. As per Goldstein Market Intelligence report, “India cosmetics market was valued at nearly $11.16 billion in 2017 and is anticipated to grow at a CAGR of 5.91 percent during the forecast period 2017-2030. Furthermore, it is estimated that the annual retail sale of cosmetics and other personal care products is growing in the range of 15-20 percent annually, thus placing the domestic demand in India as one of the fastest-growing across the world. Over the past 5 years, total demand has grown by 60 percent.”

When it comes to skincare, there is no question that prevention is easier than fixing a problem. Doing things like wearing sunscreen, washing your face daily, and using a good moisturizer can prevent invasive treatments down the road. Neglecting them can result in many preventable problems. There are a lot of beauty brands out there that offer a vast variety of products to cater to the needs of their consumers, but the real challenge is to find a brand or product that is genuinely fixing the issues.

Finding a brand that can cater to all the modern needs of their consumer such as reliability, trustworthiness, transparency, sustainability, being cruelty-free, affordability, etc. is hard these days. Most of the brands take a step back when it comes to filling their consumer’s shoes.

In the market dominated by major players, 3AM totally changes the norms and establishes itself in a new normal. Samhitha Inturi, Founder, and CEO of 3AM shared, “Firstly, there are numerous brands that offer many products and it can be quite intimidating for a person to start their skincare journey. Secondly, it’s expensive, tedious, and unnecessary to buy multiple products when one product can offer multiple benefits. This is when I realized that there is a need for a brand that can declutter skincare routines while offering effective products that are reasonably priced and at the same time quite self-explanatory while offering multi-purpose benefits to the skin.”

“We offer products that are multi-purpose and can solve multiple skin issues. ‘Less doesn’t mean ineffective’ is our product motto! We have more products in the pipeline, but we will offer options where a single product can be put to multiple uses and gives multiple benefits. We do not want to intimidate our customers and here we give clean, simple, and effective products,” she added.

Today, where the brands are shifting towards sustainability and changing their products and marketing in order to settle down with the trends. 3AM is a brand that stuck with sustainability from the very beginning.

“Sustainability is at the core of 3AM and we believe that every brand should strive to make people aware that it’s not an option but a way of life! We use recyclable glass bottles for our packaging and encourage our customers to recycle and reuse the empties.  The conscious consumer is missing what we are striving for; therefore we are promoting multipurpose skincare products. It’s just a start but 3AM believes that it is still a long road,” Inturi stated.

Retail and Marketing Strategy
3AM is a modern FMCG brand with a mantra of ‘accessibility, availability, and affordability.'

On the retail and marketing front, she asserted, “We are available across Hyderabad in 45+ physical retail stores like Ratnadeep, Health, and Glow, etc. 3AM offers clean, plant-based formulas with multi-skin benefits and sustainable packaging at a competitive price as people these days are extremely conscious about their buying habits.”

“We are also accessible to people pan India at the convenience of their doorstep through Amazon and our own website. Inventory and formula are our key, therefore we guarantee effective and sustainable skincare options to build their own routines. 3AM brand strategy is to focus on targets as well as endurance of our brand integrity which involves the expectations of our customers. Our brand’s strategy of creating an image of 3AM as a household name in the minds of our customers is part of our business focus as well,” she added.

3AM

Technological Approach
Being the first choice for its consumers, 3AM is continuously working on its platform to make it better day by day.

“Yes, we are currently working on an app version of our website, so people can have a better user experience that makes online shopping easier. In addition, we are working on newer product launches by utilizing science, technology, and hundreds of ingredient combinations to offer products that actually work for our customers,” Inturi added.

Product Portfolio
3AM offers a plethora of products to its consumers to cater to their changing needs.

“Our current range of products includes basic moisturizer, speed dial face mist, and sundowner sunscreen. All the products are multi-purpose as the moisturizer can be used as a primer, under cream, day and night cream. All the above products are made for all skin types and ages for both men and women. These are everyday maintenance products, hence any individual can incorporate them into their skincare routines. The ingredients are all plant-based (vegan+cruelty-free) and are directly sourced from the right channels to make sure no harmful chemicals are used. We have more products in the pipeline which are scheduled to launch in the first quarter of 2022. We will be expanding our ranges to hair care, body care, and wellness by 2022-2023,” she shared.

Future Goals
Being a bootstrapped company from the very beginning, 3AM has some rock-solid goals and looks forward to making a name for itself in the near future.

On the front of the future plan, she said, “There are also plans to expand our offline presence by partnering up with beauty retail chains and national level supermarkets in other states as well. We have planned our timelines where we plan to tie up with supermarkets and grocery stores on a quarterly basis in all Tier l and most of the Tier ll cities by the end of 2023.

“We are expecting major growth through D2C with more products launching soon with a sneak peek into hair and body care segments. We have set our target ladder extremely high and we are in a continuous process to reach there. With new product launches in skincare, hair, and body care segments, we are expecting a turnover of over half a million USD in the coming fiscal year,” she concluded.

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