With the Pandemic hitting every industry, we turn the spotlight on the Beauty retail industry, especially homegrown brands with big impacts, as they pivot strategies.
When your brand depends on the sensory experience of co-creating a cosmetic with the client, how does one pivot to weather the pandemic and lockdowns? Sabrina Suhail has the answer: Harness the power of online shopping and social media.
How has the pandemic affected the personalisation aspect of the brand?
When the pandemic hit last year, we brought our customisation module online. The website has two fully active modules under ‘Customize’ where the user can experience almost exactly what we would do at the studio. The user can pick from a skin tone that she most identifies to and use the colour wheel alongside to choose literally any colour – we have shipped greens and greys as well. As the cursor on the colour wheel moves, the lip colour also changes to show how it might look on a skin tone. Post this, the user can choose the base of the lipstick from six options, glitter of different colour, natural fruity aroma and also give the lipstick a name. A recommendation module for foundations and concealers has also been recently launched on the website. These two things hugely helped us in taking the studio-like personalisation online. Besides this, our DM on Instagram is always buzzing with questions and we are happy to give all the information someone needs to buy something.
With big players in the beauty retail space, what according to you makes a client come back to Tinge?
Our constant and unequivocal feedback from the users is that they love the quality of the product. It is truly good for the skin and nurtures it even further. The other feedback that we get is on the colour options amongst staples and now that we have a customised lipstick creation module online, nothing stops the user from creating some magic on their own. We are happy to answer each question and are involved in the decision making to purchase, should one need assistance. Big players cannot possibly provide the handholding and a ‘friend-like’ feel and that’s the reason consumers come back to us. There is a clear shift to hand-created, safe and transparent beauty products that put independent beauty brands in the centre of the make-up industry. This also means that there is a lot of responsibility. Brands that have done due diligence on safety protocols, testing, certifications and innovation will make big leaps for sure.
Sabrina Suhail is a force of nature . An entrepreneur, an artist and the Head Creator at Tinge, Sabrina has been the driving force to create an inclusive, custom-fit make -up boutique that values diversity and celebrates individuality.
Sabrina was determined to blend micro -trends and evolving macro-consumer needs.
She began her journey in the beauty industry as the Head trainer at a leading cosmetics company before reopening her premium bridal studio in Bangalore.
