The brand says physical stores will be more relevant than ever as consumers want to try & test experience before making a buying decision.
The brand sees long-term growth and stronger consumer connect with its latest brick and mortar store expansion strategy
It was in 2013 that WOW Skin Science and WOW Life Science launched their various beauty and wellness products online. In order to reach a greater number of consumers quickly and increase brand awareness, the brands took to the ‘digital-first‘ strategy. Being a boot-strapped start-up, working on tight deadlines, this strategy spelt success for WOW Skin Science and WOW Life Science.
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As WOW delivered impeccable products by blending nature and science, the brand gained popularity among consumers who wanted to nourish and maintain their skin and hair health. Initially, the growth was exclusively from the brands’ presence in the online marketplaces – Amazon, Flipkart, Nykaa, Purplle etc. However, with increasing brand awareness and popularity, consumers wanted a more ‘Touch, Feel & Test‘ experience, and better accessibility to the products. This spurred the brand to put more focus on its offline retail strategy and expand presence in the brick-and-mortar stores across the country.
Now, WOW products are available in the mainstream market which holds a bigger revenue share than online stores. From house hoardings across cities in India to collaboration with PVR cinemas, WOW is showing strong signs of emerging as a market leader in beauty products in the offline retail space.
“Embrace nature, stay away from harsh chemicals” – the latest message from the brand with its brand ambassadors.
“It’s an ecstatic feeling to spot hoardings launched by my favourite brand WOW Skin Science across Mumbai City. I bank upon their products for they are made with natural ingredients and have no harsh chemicals,” said Actress B