Beauty and cosmetic brand, Colorbar Cosmetics collaborated with Sony Music Entertainment for the promotion of its new Power Kiss Vegan Matte Lipcolor in the #ColorbarxShringaar challenge which ran on Instagram.
The #ColorbarxShringaar transformation challenge went live on July 10 when singers Akasa and Aastha Gill took to Instagram to post a video reel announcing the dropping of the new challenge wherein both were seen showcasing Colorbar’s new product in the starting five seconds of the reel, followed by them grooving to the beats of their latest song.
Female influencers like Anushka Sen, Samiksha Sud, Arishfa Khan, Nagma Mirajkar and Avneet Kaur were also seen flaunting the new Colorbar product as they danced to the tunes of Shringaar.
As per Sheeko, the influencer management and branded content management platform, the aim of the campaign was to position the new lip colour as a product used to transition into one’s best version. As per the platform’s estimates the brand spent upwards of Rs 25 lakh on the campaign and so far it has managed over 12 million impressions.
According to Samir Modi, Founder and MD, Colorbar Cosmetics, “The campaign has seen great receptivity and has resonated well with audiences, besides enhancing their connection with the brand. This campaign is a strong step as we progress in our journey from fostering brand loyalty to brand love.”
“As a brand, we believe that everybody is free to create their own identity, experiment, and have fun with makeup irrespective of gender and societal perceptions, and conventions. To bring this idea alive, we explored a fun route and specifically reached out to influencers with a fun streak who can nudge our audience to embrace their identity,” added Modi.
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