RIP: Collaborations that disappoint

10 years ago Brand Marketing teams got a new breath of life with Designer collaborations seeping into store collections. New loyal buyers, increased PR, and enhanced brand recall -what’s there not to like about the partnership game?

So in recent months, we saw LV cashing in on the youth with Ski brand Supreme, H&M glitzing it up with Moschino & Burberry going uber chic with Vivienne Westwood.

From travel pouches in Red with Supreme plastered all over, to Moschino’s oversized blingy gold earrings for H&M the theme was consistent- established brands looking to capture the attention of the millennial who likes to buy relatable brands with a purpose.

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In India too, we saw super associations- Pankaj & Nidhi for Koovs, Masaba Gupta for Clinique and many more explosive collections that you couldn’t wait to own.

And that’s why when Kama Ayurveda tied up with Manish Arora for the Valentines gift box, we couldn’t wait to open the box to see what two fantastic brands brought to my dressing table.

 

Manish’s burst of color, psychedelic prints and stunning designs married with Kama’s pure, essential ayurvedic hacks for that ethereal beautilicious look had all the right elements to storm the beauty market.

As I entered the venue, the creators did not disappoint- heavy with the smell of fresh roses, the sweet smell of romance hit the air, making the wait even more unbearable. After all #loveislove was themed to perfection in the month of Cupid,  with heart shaped floral bunches adorning tables,  balloons and even rose petals strewn on the floor. After exploring the gorgeous DIY setup that took me through all the steps of facial hygiene, I was ready to embrace the new range of products that would greet me.

And that’s when my brand loving heart broke! While I was expecting a merging of brand strengths with a new line of products unmatched by any other in the market, I was greeted by a repackaged Rose water and Rose oil both an existing product from the Kama Ayurveda range, along with Manish’s signature zardozi work heart shaped brooches.

Earlier, consumers would have bought into such tactics easily, but in a competitive marketplace where brands create products and associations to create stronger consumer loyalty, limp associations like this can lead to a break up for brand loyalists like me.

 

Mansi Mehta


 

#kama #ayurveda #skin #beauty #care #brands #love #february #collaboration #marketing #cupid #valentines

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THIS FESTIVE SEASON,DON’T LEAVE THE HOUSE WITHOUT…

The weekend’s here! The social calendar is brimming with parties, events and card evenings! Juggling work, family, and parties can be quite exhausting! So here’s a few tips on how to be a Superwoman in this series of – Don’t leave the house without…

#Popping your Multivitamin– With a fast life come many challenges. Easiest way to overcome this is to stay on top of your health. And it doesn’t get easier than taking a multivitamin. All purpose vitamins are supplements to our daily diet, replenishing  minerals that we are missing out on.

#Burning an Aromatherapy oil diffuser in the house-Hectic lifestyle means our body is working 24×7 with too little sleep to help the body repair itself for the next day. The key here, is to walk into a room full of your favourite aroma, as this helps relax your senses and body. This also ensures however short your sleep is, it’s most refreshing, making sure your next day starts with a bang. ( Here’s my favorite )

#Picking out your clothes for the next day– Admit it ladies, staring at your cupboard for 5 mins every morning can save you many a stress attacks. Deciding your clothes for the next day is an attempt to make your morning-wardrobe decision free.

#A party hard/ hangover cure medicine- So while all nights are not wild nights, they have a habit of creeping up on us. Hangover cure medicines are a lifesaver in these situations. Take them before or during the party depending on the instructions on your med.

#Keeping 2 litres of water by your bedside– Does the following register a bell? Enter house, throw heels, wear night suit, collapse into bed. Getting up from the bed to get a bottle of water at that time is not an option. But a good night’s party best friend is hydration. Get all the alcoholic toxins out of the body for a hangover free morning.

#Grabbing a byte– Never leave the home hungry, with our constant jammed roads, it takes a minimum 30 minutes to get anywhere. Between getting ready and actually eating home at your host’s your stomach can be empty for 90 minutes or more. Drinking on an empty stomach is only for the champions. Mere mortals like us need to ensure a lined stomach to avoid the ill effects of a Night Out.

#Hot water shower– It is a myth that cold water helps you wake up. The best thing that you can do to rejuvenate your body is to have a hot/warm water bath. The steam helps the body relax by taking the stress toxins out, making the whole experience more therapeutic and you a fully recharged person. A hot shower specially in summers, makes you feel cooler as the temperature is nearer to your environment.

#Make up removing wipes– Why waste your sleep time trying to keep your skin free of make up?  Make your drive back productive by carefully and gently  removing the toxins from your skin. Now that’s one less thing to do when you get back home!( Buy My choice of wipes here )

Hard working professional by day and Queen Bee of the party by night will no longer be an ordeal. So get cracking, and make sure you have all the ingredients for a great festive season!

-MANSI MEHTA

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