How beauty brands are embracing authenticity and natural beauty in their branded content

Even though beauty culture has existed throughout history, it has been constantly evolving and changing with each era and culture. It is influenced by various factors such as social norms, cultural values, media representation, and personal preferences.

While beauty standards and practices differ across cultures, there are also shared aspects that transcend geographical boundaries. In today’s day and age, beauty culture is highly influenced by media representation. With the help of social media, the permeation of this culture has spread quickly and exponentially, particularly among youth - teenage girls to young adults.

Beauty rituals and practices lie at the foundation of beauty culture. These rituals can include skincare routines, makeup application techniques, hair care practices, and body modification procedures. They are deeply embedded in personal grooming habits and often reflect cultural traditions and preferences. These rituals can be seen as a form of self-expression and self-care, as individuals engage in beauty practices to enhance their appearance, boost their confidence, and feel more comfortable in their own skin.

Beauty brands are well aware that in today's fast-paced world, where beauty trends come and go, skincare routines play a vital role in maintaining healthy and radiant skin. With an increasing focus on authenticity and natural beauty, new-age beauty brands like Nykaa, Soultree, Mamaearth, and Plum have ventured into the realm of skincare routines. 

In this article, we delve into the captivating world of branded content in the realm of skincare routines, exploring the diverse perspectives of content creation and the cultural significance of these regimens. These brands, both through their content and products, aim to empower individuals to embrace their unique beauty while incorporating essential skincare practices. Let’s take a look:

Nykaa: Championing Authenticity through Influencers

Summer Skincare Routine for Oily Skin ft @kas

Nykaa's approach to skincare routines is distinct and refreshingly authentic. By collaborating with renowned influencers like Kashika Chauhan, Nykaa intends to create videos that feel genuine and relatable. Their low-production-value approach, featuring influencers shooting from their own cameras or phones, adds a personal touch to their content. Nykaa understands that in an era where consumers seek authenticity, the use of influencers helps them connect with their target audience on a deeper level. By showcasing the influencers' personal experiences and expertise, Nykaa emphasizes the effectiveness and practicality of their skincare routines for oily skin.

Soultree: Unveiling the Power of Ayurvedic/Natural Brands

Hemp 3-Step Face Massage

In the pursuit of natural beauty, Ayurvedic and natural brands like Soultree have gained significant popularity. In this video, titled the ‘SoulTree Hemp 3-Step Face Massage’, we get to see the brand's commitment to Ayurvedic principles. Collaborating with beauty expert Vasudha Rai, Soultree highlights the power of Ayurvedic Kaya Kalp in skincare.

Rai lists out the benefits of the facial oil by emphasising some attributes of the oil, such as ‘organic’, cold-pressed and the fact that it contains Omega 3 – fatty acids. She even emphasizes the fact that in spite of being loaded with ingredients, it is a very balanced oil. She further goes ahead and demonstrates the usage of the oil.

By embracing organic ingredients, Soultree's skincare routine offers a holistic approach to nourishing and rejuvenating the skin. Through their content, Soultree aims to educate consumers about the benefits of Ayurveda and promote a deeper understanding of natural beauty practices.

Mamaearth: Embracing Nature for Healthy Skin

Upgrade Your Skincare Regimen With Aloe Vera  G HYPERLINK

Mamaearth's skincare routines revolve around harnessing the goodness of nature. With their "Upgrade Your Skincare Regimen With Aloe Vera" video, Mamaearth emphasizes the importance of incorporating natural ingredients, with a special focus on Aloe Vera, into daily skincare routines. Aloe Vera, known for its soothing and healing properties, is showcased as a key element in the Mamaearth gel, which helps in achieving healthy and glowing skin.

The anchor in the video elaborates upon the benefits of using the product and lists out the key features of each ingredient used in the product in detail. She then further goes on to demonstrate how to use the gel. There are no graphics used in the video; however, the script of the video is so precisely written that one can clearly see the intent to ‘advertise’ the product. The anchor also seems to be following the script to a T. Thus, the ‘selling’ intent of the video is not thinly veiled like most pieces of branded content are supposed to be.

Mamaearth's content not only promotes the efficacy of Aloe Vera but also encourages individuals to adopt a more natural and sustainable approach to skincare. By prioritizing the well-being of both consumers and the environment, Mamaearth positions itself as the brand paving the way for a greener beauty culture.

Plum: Bridging Content and Beauty Culture

Daily Skincare Regime

Plum's skincare routines stand out with their dynamic and engaging videos. In their "Daily Skincare Regime for Oily, Acne-Prone Skin" and "Easy Monsoon Skincare Tips" videos, Plum collaborates with beauty blogger Simmy Goraya to deliver informative yet entertaining content.

Plum lists out many steps in its skincare routine. Steps like cleansing, toning, using serum and a moisturiser are all listed in the video as part of the routine. Plum carefully integrates each step with product placement. For each step of the routine, there is a carefully curated product.

A lot of Plum’s products also incorporate ‘Green tea’ as an essential product in its range. Green Tea covertly signifies that the product is free from any toxins, and is healthy and beneficial for your skin, much like green tea itself. Plum's videos strike a balance between education and entertainment, featuring a more "hard sell" approach as compared to other brands.

Informative insights:

While conventional advertising in the domain of skincare relies upon exaggerated claims and a solutions-oriented approach, branded content featuring influencers is more of a friendly nudge to the audience, who can be converted into potential customers. The influencer acts as a mentor and guides the audience by engaging them and thus shapes consumer behaviour more effectively than conventional advertisements.

These influencers create content that resonates with their followers, offering authentic reviews, personal experiences, and tutorials. They establish a genuine connection with their audience, often through engagement and conversation, allowing for a more direct and relatable marketing approach.

Most brands attempt to make skincare a matter of great complexity. They include so many steps, regimens and routines to sell their products for each specific part of the routine. They make the care routine seem absolutely essential and urge you to incorporate it into your everyday way of life. By inculcating a habit-forming behaviour through a routine, the brands can certainly convert their audience into a loyal customer base. This is especially true if brands start targeting teenage girls in their marketing efforts, as they become a loyal customer base for life. However, brands need to be careful not to exploit teenage insecurities in this approach as that can also yield harmful consequences for both the brand and the young girls since content based on insecurity may produce gains in the short-term, but it can also lead to a cultural backlash and an extreme boycotting of the product itself, as we saw in the case of Fair & Lovely.

There is also a clear attempt at branding the products as ‘natural’ and toxin-free. The intent is to correlate nature with beauty products. The idea is that anything which is natural would not be harmful to your skin.

The skincare routines presented by Nykaa, Soultree, Mamaearth, and Plum reflect the evolving beauty culture, emphasising authenticity, natural ingredients, and personalised experiences. By blending content creation and cultural significance, these brands have successfully established themselves as key players in the skincare industry. These brands intend to position themselves as agents of empowerment for individuals to embrace their unique beauty and prioritize the well-being of their skin.

Whether it's Nykaa's use of influencers, Soultree's emphasis on Ayurveda, Mamaearth's focus on natural ingredients, or Plum's integration of products into everyday routines, these brands have tapped into the growing demand for authenticity and natural beauty, reshaping the skincare landscape for the better.