It's no secret that sunscreen is essential for protecting our skin from the sun's damaging rays. Even on a cloudy day, using sunscreen is a crucial step in achieving healthy skin.
But even today, there are a lot of misconceptions floating around regarding the usage and effectiveness of the product. Encouraging consumers to face the sun with confidence, Fixderma, a cosmeceutical brand providing skincare solutions has onboarded Bollywood actress Vaani Kapoor for its latest campaign #MeetYourRealSelf. With this campaign, the brand hopes to break the taboo and ignorance around the usage of sunscreen by stressing its benefits and breaking the myth around uncomfortable feel and texture.
Powered by science and recommended by the best dermatologists of India, the latest product launch by the brand promises that the product protects even the most sensitive skin from the harsh effects of sun rays without resulting in any allergy or reaction on the skin. The digital campaign will also be promoted across the brand’s social media platforms, Facebook, Instagram, and YouTube.
The video showcases actress Vaani Kapoor’s love affair for her go-to skincare essential – Shadow SPF 50 Matte Sunscreen. Shot outdoor, the video portrays Vaani Kapoor modeling for a photoshoot wherein her photographer insists on arranging a shadow/cover above her to protect her skin. Cut to the next short, Vaani shares her secret about how her skin is always protected while stepping out by wearing Fixderma’s Shadow SPF 50 Matte Sunscreen. She expresses how the non-sticky sunscreen gives a matt finish and doesn’t reflect a white cast post-application ditching old views on sunscreen. The campaign is seen defying societal norms of people covering their true complexion and embracing their real skin.
Shaily Mehrotra, Founder and Chief Executive Officer at Fixderma, said, “There is a lot of misinformation out there about the usage of sunscreen, leading the individuals to avoid its use, whereas, sunscreen is one of the most important elements in preventing skin cancer and premature aging.”
“The idea behind this campaign is to raise awareness about the importance of sunscreen while also encouraging people to embrace and maintain their true skin. We are glad to extend our association with Vaani Kapoor for our shadow SPF50 sunscreen since she truly embodies the spirit and ethos of Fixderma with her individuality and energy. Our goal is to increase the awareness amongst people that sunscreen is for everyone, regardless of gender or skin tone, and that they should always embrace their real self and protect their skin health,” she added.
Vaani will also be seen endorsing Fixderma’s newly launched products including the Face21 brightening range, Peelonate Alternate Day Peeling Cleanser, and Biphasic Makeup remover.
This will be the brand’s second collaboration with a Bollywood celebrity. Earlier this year, the brand had roped in Boman Irani for their campaign #ByeByeDarkPatches for overcoming the common skin problem called Acanthosis Nigricans.
Salty has successfully raised Rs 5.4 crore in a recent funding round, securing support from marquee investors: Anicut Capital, All in Capital, Suashish Diamonds, JK Group, and other investors.
Founded with a vision to redefine fashion jewelry, Salty has rapidly become a beacon of style, resonating with consumers seeking distinctive and expressive accessories. This recent funding milestone not only highlights the brand's growing popularity but also signifies a new chapter in Salty's journey. The funds will be strategically used to foster team expansion and launch a new product range, as the brand continues its mission to provide high-quality and affordable fashion accessories to consumers.
"We are thrilled to have such experienced consumer space investors as partners. Their support speaks volumes about the potential that is there in this space and we are excited about the opportunities that lie ahead. This is not just a financial milestone; it's a testament to the hard work of our team and the unwavering support of our community. We aim to achieve 40 crore annual revenue run rate in 2024 and expand our design range to include over 3000 products,” said Kanishka Garg, Twishaa Gupta, and Sonaal Goel, Co-Founders of Salty.
“We are excited to back Salty's vision of bringing high-quality and affordable accessories to Indian consumers. Salty has shown exceptional efficiency in its one-year journey. We believe that Salty has the potential to become a key player in the e-commerce and jewelry space. We look forward to collaborating closely with the Salty team to achieve their ambitious goals and contribute to their continued success," said Ajay Anand, Partner, Anicut Capital.
Ashish Goenka of the Suashish Group mentioned, "We were impressed by the team and think that this venture is aligned with the emergence of fashion accessories as a category today's generation is in tune with. The team has come up with unique designs which demonstrate that they have a pulse on what younger generations want."
With over a year under its belt, Salty has become one of India's fastest-growing accessories brands, having fulfilled more than one lakh orders. The brand's encouraging history is demonstrated by its approval into the Startup India Seed Fund program and a community of 100K followers on Instagram.
Salty is poised to strategically deploy the raised capital to fuel several key initiatives. These include recruiting for key positions, expanding channels, and fortifying the brand's digital presence with the release of an App, propelling them towards the ambitious milestone of becoming a 100-crore company in the next few years.
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