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.

Screenshot 2019-02-07 at 11.37.21 AMScreenshot 2019-02-07 at 11.38.14 AM

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

Advertisements

THE ‘DO-NOT GIFT THIS VALENTINES’ GUIDE

Of course, it’s not easy! and Of course, it requires weeks of research. So if you don’t want your bu** kicked make sure your Valentines Gift does not feature in the following list!

FOR HER

PERFUME– Seriously are you trying to comment on her personal hygiene? You can imagine yourself whats its gonna sound like, when you gift her a fragrance.

Hi baby here’s a perfume coz I don’t like how you smell.

 

rr

ROSES- This is so passe, that it’s not even funny! At the fortune you spend on a bunch of 20, you could get ride free on Uber for a month. What could give you an advantage however is plating a rose tree named after your loved one in the neighbourhood park. Wat an #IDEA Sirji!

 

r1

CHOCOLATES–       ‘Kuchch meetha ho jaye ‘ sounds great on TV, but you really don’t want her spending all her extra time at the gym. All thanks to your chocolate gift box!

FOR HIM

SHIRTS-

‘The closest you can get to your boy freind when you are not around him’

Sure it sounds ultra romantic, but it’s a piece of mass production! Mother’s gift Shirts, Colleague’s gift shirts , Girl friends DO NOT gift shirts!

CUFFINKS– Another classic Valentines blunder! First no one wears cufflinks anymore, unless they are quirky like a camera cufflink for a photographer etc . Secondly every man I know has at least 10 cufflinks in their wardrobe, for the 5 occasions in the year when they need to wear them! I hope you get the point.

camera-cufflinks11.jpg

 

GADGETS– Now we all know why this is a bad idea. If you are tech challenged like most of us, you will end up getting him something that is rated 4.8/5 ! Blunder no 1. You may further end up picking a model that has only 49 features, 2 less than his current device! Blunder no 2.  I hope you cancel this thought before I have to list Blunder no 3.

 

With so many No No’s what should you get your Valentine this year ?

Well, if you are naive enough to think beauty queens can help achieve World Peace, I guess you thought reading this article could answer the million dollar question

‘What’s the perfect gift to buy for your Valentine  ‘