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: #TheSocialCMO Need for visibility shouldn’t direct brand communication in difficult times: Poulomi Roy, RSH Global #IndiaNEWS #Interviews Recalibrating the impact of the second wave, Poulomi Roy,

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#TheSocialCMO Need for visibility shouldn’t direct brand communication in difficult times: Poulomi Roy, RSH Global #IndiaNEWS #Interviews
Recalibrating the impact of the second wave, Poulomi Roy, in a conversation with Social Samosa, highlights RSH Globals communication and marketing strategy dealing with the humanitarian and business challenges the situation posses.



Buying patterns, consumption patterns, and even frequency of purchase have altered over the months. However, RSH Global is continuing with its other marketing efforts and is on track with the plan, affirms Poulomi Roy, CMO, RSH Global as she speaks at length about the companys marketing strategy, the initiatives to keep the businesses afloat and upbeat, social media blueprint and more.



Excerpts



As the second wave of COVID-19 looms, how are you trying to help your consumers survive this difficult phase? What have been the key campaigns initiated?



One of the most significant impacts on business due to the pandemic has been the increase in input prices and that led to a direct impact on customers. We are doing our bit in that direction, for example, we have absorbed the increased costs internally and have refrained from jacking up product prices.



We are working on making our products even better and based on derived insights from consumer behavior, initiating a habit-inducing campaign called the “Last Wash??? starring Kriti Sanon. The campaign is derived from internal dermatological research indicating that skin rejuvenates faster while a person is asleep, and that washing your face before sleeping, aids in skin rejuvenation. The Last Wash campaign encourages customers to induce the habit of using face wash before going to sleep.

















How do you view the impact of COVID-19 on the beauty and personal care industry?



Consumer goods manufacturers faced initial disruptions due to the pandemic, but towards the end of the year, things looked much better in terms of business. The improving momentum continued through to this year as well, and we are ending the financial year on a very positive note. Last year, the supply chain was disturbed and consumer demand was majorly need-based.







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Customers, due to the lockdown were staying indoors, and the lack of supply in some cases was not using personal care products as extensively as they would otherwise have. However, the base of the personal care product pyramid has not been affected much, i. e. the likes of moisturizing creams, lotions, face washes, and shampoos. The top of the pyramid, particularly the indulgence portfolio products did witness a notable drop in demand. Some reports also mentioned a different reality that the lockdown phase did see a surge in demand for indulgence portfolio as well.


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