Celebrity diva Diipa Khosla’s wedding has been widely publicised and MAC is giving her followers a limited opportunity to recreate her wedding day look
The Indian wedding tops the list of all extravaganzas and MAC is all set to tap the potent market. Targeting aspirational Indian brides, the cosmetics major has launched a limited-edition product curation by beauty influencer Diipa Khosla, featuring products used by Diipa to create her wedding day look. The exclusive collection will be retailed only through MAC’s travel retail outlets at international airports.
Get The Look
Avid social media followers know Diipa Khosla as a Key Opinion Leader (KOL) on fashion and beauty matters. The Indian born Instagram star who has nearly 1 million followers recently tied the knot with long-time Dutch beau Oleg Büller in a regal ceremony across four days. Set in the picturesque backdrop of Udaipur, Rajasthan, the couple had collaborated with top names like MAC, Estee Lauder, Clinique, Jo Malone London, Jimmy Choo and Laurent Perrier Champagne for “The Royal wedding”.
For the grand event, Diipa sported a minimal makeup look which was created by MAC UK team and their Senior Artist, Nisha Sirpal. The makeup pro developed eight makeup looks for the various ceremonials.
In a first-time alliance with Khosla, MAC has recently unveiled Diipa’s Look. The limited-edition product range has been curated by Diipa Khosla herself and Nisha Sirpal. Featuring beauty products that Diipa used on her wedding, the selection offers customers a natural wedding day radiance accentuated by conventional Indian makeup. The range offers customers the option to recreate Diipa’s wedding look or be experimental and curate their own special one.
MAC will retail this exclusive range only through their duty-free stores at leading airports. Presently, the product curation is available at the airports in Delhi, Mumbai, Amsterdam, Birmingham, Colombo, Copenhagen, Dubai, Gatwick, Heathrow and Stansted.
The ‘Go Local’ Strategy
Fabrizio Freda, CEO of Estee Lauder Companies which owns MAC, Estee Lauder, Clinique, Bobbi Brown, among others, had identified India as a big market for cosmetics in an earlier interview with The Economic Times. As with all big markets, India too has its unique traits. And to become more relevant to such audiences, the premium cosmetics company indulges in locally relevant activities.
A clear step by step strategy to understand the distinct needs of the market and respond to them has ensured MAC has a steadily growing footprint in the Indian cosmetics scene. On the other hand, MAC believes in taking these learnings and solutions to global markets to showcase India’s inimitable facets. Diipa’s Look is a classic case in point. MAC curated a customised look for Khosla’s Indian wedding and then as a celebration of Indian women and weddings is offering the exclusive look to her global followers and travel savvy women.
Indian weddings: A boost for the beauty market
The Indian wedding industry is well over ₹100,000 crore and growing steadily. Elaborate preparations have always been the norm, but the young Indians today are aspiring for a ‘memorable and perfect’ wedding. This has been a major contributor to the flourishing makeup industry, which is expanding at an average of 25%, as per a Redseer research. Indian weddings attribute more importance to styling and makeup. Consequently, while $150 to $200 is spent on bridal makeup in the USA, ₹15,000 is a nominal spend back home. In fact, the bridal makeup costs can go as high as a lakh rupees too.
It is no wonder then that cosmetic giants like MAC and Estee Lauder are looking towards India and Indian weddings. The quintessential Indian bride has been the embodiment of elegance, style and splendour; attributes that work well for premium brands. Add to that, the Indian beauty industry is pegged to grow manifold to $35 billion by 2035 from the current $6.5 billion market, according to a joint study by Assocham and MRSS, an independent research agency. Then the Indian cosmetic industry is certainly all set to become the favourite market for beauty giants. The coming years will witness further influx, expansion and creative strategies by premium brands.
A thing of beauty is joy forever
“Make-Up Art Cosmetics” known as MAC is the world’s leading professional makeup company with a focus on makeup artistry. Founded by Makeup artist and photographer Frank Toskan and salon owner Frank Angelo, MAC started its operations in Toronto, Canada. Before starting to sell products on a larger scale, the founders made their cosmetics products in their kitchen and sold them straight from the salon to fellow makeup artists, as well as models and photographers.
As word-of-mouth popularity grew, the duo launched MAC in March 1984 from a counter in a Toronto departmental store. While other major makeup brands at the time were predominantly skincare companies, MAC decided to to establish itself as the ultimate authority in colour cosmetics. It was also the first company to invite professional makeup artists to man its counter.
Part of the Estée Lauder Companies since 1994, MAC is sold today in over 105 countries around the world including India. Its recent exclusive product range to honour Diipa Khosla wedding is in line with the brand’s philosophy of celebration of womanhood, Indian culture, and aesthetics through its products.
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