Shoppers Stop, India’s premier fashion and beauty destination, has recently been innovating with its messaging and communication. Each of their campaign celebrates women and their spirit. After successful campaigns like It’s Our Time and Mother’s Day, Shoppers Stop launches another campaign on National Lipstick Day, on the role of women and their place in the world, this time as a mother.
The campaign is shot through the point of view of the mother. It revolves around the mother who is interestingly, minimally featured in the campaign, yet her mark on the family is felt through the interaction between the father and daughter playing with the mother’s make up. The daughter also gets lipstick on to the father and together they kiss on a greeting card for the mother. The brand narrative is based on the colloquial term ‘Pappa ko kisshey do!’ and resonates with the fact that, fathers will do anything for a kiss from their daughters. The digital video for National Lipstick Day takes a simple and beautiful approach to bring out the message through the mother’s point of view and ends up being endearing for the mother.
The campaign takes a unique approach to celebrate Lipstick Day and beauty by breaking stereotypes around makeup and touches an emotional chord around beauty through the eyes of everyday interactions and relationships. The campaign sends out a strong message that sheds light on women’s continued participation in workforce.
Speaking on the campaign, Uma Talreja, Customer Care Associate, Chief of Marketing & Customer Officer said, “Women have many roles, be it at work, with family or just being themselves. Beauty as a category finds its place in every woman’s life and has been important focus area by all retailers. Through this campaign, we wanted to bring to light that beauty is an everyday indulgence unlike the popular notion that makeup is a means to an end. Women form half our customer base and 28% of our employee base and looking at our business from their lens is an integral part of our strategy.”
The campaign film will be supplemented by make-overs and promotions from stellar brands like L’Oréal, Maybelline, Lakme, Colorbar, Faces, MyGlamm and Sugar at Shoppers Stop stores countrywide. Additionally, customers can buy a lipstick worth ₹ 500/- and get a free sheet mask from Mirabelle and shop makeup worth ₹ 1500/- and get an assured gift worth ₹ 995 from Bollyglow.
The campaign rolled out across Shoppers Stop’s social media assets and digital media can be viewed here https://www.youtube.com/watch?v=ZDkqrgWwbLQ&feature=youtu.be