To defy stereotypes and uplift women entrepreneurs, SUGAR Cosmetics initiated its ‘NotSoSmallBusiness’ campaign across social media platforms. Commencing on Women’s Day, the campaign spotlighted a distinct woman-led business each day from March 1st to March 7th, 2024. Through platforms like Instagram and LinkedIn, it sought to challenge prevailing notions about women-led enterprises and enhance their visibility. Employing a digital approach, the campaign achieved an impressive outreach, accumulating over 1.4M+ views.
The global cosmetics market recorded a value of USD 374.18 billion in 2023 and is anticipated to expand from USD 393.75 billion in 2024 to USD 758.05 billion by 2032, indicating a compound annual growth rate (CAGR) of 9.8% during the forecast period. Cosmetics encompass various beauty and personal care products utilized for skin cleansing and enhancement purposes. Meanwhile, the beauty and cosmetics industry in India is forecasted to achieve revenue of $6.45 billion in 2024, with a yearly growth rate of 2.86% (CAGR) from 2024 to 2028. This marks an escalation from $8 billion in 2023, with projections to reach $19.2 billion by 2032, exhibiting another CAGR of 11.50%.
SUGAR Cosmetics initiated a Women’s Day campaign dubbed ‘NotSoSmallBusiness,’ spotlighting a distinct woman-led business each day from March 1st to March 7th, 2024. Throughout the campaign, they shared the inspiring narratives and journeys of the remarkable women steering the growth of these enterprises.
On Women’s Day, SUGAR Cosmetics embarked on a mission to empower emerging women entrepreneurs and their ventures by utilizing their expansive platform with millions of followers. They sought to underscore the notion that no business should be belittled as ‘small’ and provided these enterprises with an opportunity to showcase themselves through the #NotSoSmallBusiness campaign, leveraging SUGAR’s platform for marketing assistance.
The core concept involved crafting 1-1.5-minute reels encapsulating the entire journey of each brand, capturing both its triumphs and challenges since its inception. Careful attention was paid to spotlighting their products, accentuating their unique selling points (USPs) to ensure maximum visibility.
The overarching objective was to challenge the stereotype that women-led businesses are often regarded as mere hobbies. Instead, the brand aimed to illustrate how a grassroots enterprise can evolve into a thriving business, empowering women to attain self-sufficiency and independence.
The brand initiated a Google form accessible to the public, inviting submissions detailing their businesses.
Following a thorough review of the entries, seven finalists were chosen. The brand then partnered with these seven entrepreneurs and women-led businesses, spotlighting their journeys through a series of reels.
The campaign achieved remarkable success, accumulating over 1.4M views, reaching 10 lakh individuals, and amassing 15K likes.
Overall, the campaign attracted over 2000 entries from various businesses.
Kaushik Mukherjee, Co-founder and COO, Sugar Cosmetics said,”Since its inception, SUGAR Cosmetics has been centered around innovation, inclusivity, and women empowerment. Vineeta, along with the entire team at SUGAR are deeply committed to creating opportunities for women to thrive and succeed in various aspects of their lives. While we continue this journey, it’s inspiring to note that female entrepreneurship is expected to increase by 10% in 2024, constituting 40% of all entrepreneurs worldwide and through our campaign, we aim to put a much-deserved spotlight on these budding women entrepreneurs who are hustling and chasing their dreams. It is our humble attempt to provide these women-led businesses the platform to showcase their inspiring stories and motivate women across to dream big.”
