Mumbai: SUGAR Cosmetics, an omnichannel beauty brand, and a cult favourite amongst Gen Z and Millennial consumers added a vibrant twist to the Holi celebrations in Mumbai. The brand painted the city yellow as the sensational billboards launched its new campaign, “Born to Lead, Not Follow” to celebrate seven years of the launch of India’s highest-selling foundation stick* and the unstoppable spirit of women that SUGAR represents. The campaign features Ace of Face, India's first foundation stick range –which was launched back in 2017 in 22 inclusive shades from light to deep – the maximum launched by any Indian brand to date.
Since launch, the Ace of Face foundation stick has steadily grown to become SUGAR’s second-highest selling range. The decision to launch shades for such a wide range of skin tones was a message by the brand to not just help in transforming looks but also inspire people to embrace their uniqueness and conquer the world with invincible confidence. Over the past nine years since the launch of SUGAR Cosmetics in India, the brand has consistently anticipated and met customer demands, maintaining its edge in a fiercely competitive market. With a passion for leadership rather than conformity, SUGAR Cosmetics has continually positioned itself at the forefront of the beauty industry.
Commenting on the campaign, SUGAR Cosmetics co-founder, and COO Kaushik Mukherjee said, “The campaign’s creative thought of “Born to Lead, Not Follow” salutes the spirit of being unstoppable, breaking barriers and challenging societal norms, to create something unique and special. This spirit drives the brand's core ethos and its product offerings for our consumers. The stellar seven years of the bestseller foundation stick, Ace Of Face, stands testimony of our brand ethos and dedication to providing distinctive value products.”
The campaign is currently live across outdoor media and digital platforms. Billboards can be seen at various locations including in Mumbai at Vakola Flyover @Western Expressway, Sahara Star Junction @Western Expressway, Gokhale Bridge off Western Expressway, and Andheri-Jogeshwari highway among others.
Kaushik Mukherjee’s candid take on SUGAR’s Ace of Base foundation stick product journey
