Indian skincare and haircare brand, Mamaearth has signed up TV industry actor, Anita Hassanandani for a long-term, strategic association for their haircare, skincare and baby care categories.
With the star just delivering a baby boy, as anticipated, the social media is abuzz with news about the same. Since Mamaearth’s products have ingredients that are derived from nature and are cruelty-free and PETA certified, bringing in a new mother who has a huge influence on social media is an alliance that is proving to be judicious.
Her first video with Mamaearth was taken live on her social media handle just the morning of her delivery, making it the last post before she welcomed a new member into her family. The video ended up receiving unprecedented engagement, love and good wishes because of the carefully planned timing and the nature of the video.
Anita Hassanadani said, “With Mamaearth, I feel like my thoughts are aligned to theirs because I too have always been conscious about the skincare and haircare products I use. They also have a really cool initiative where they link every order on the website to a tree they plant and being a new mother, it matters to me more now that we make our environment sustainable for the future generations. I am really looking forward to start more conversations around beauty that’s organic and backed by science.”
Commenting on the association, Sambit Dash, VP Marketing, Honasa Consumer said, “Mamaearth constantly looks to connect and engage with millennial consumers. Anita is a trusted known name who resonates with our consumers and fits in strongly with our brand ideology of Goodness Inside. We are confident that this collaboration will help us further strengthen our position as a baby care and personal care brand for millennials.”
Honasa Consumer is a digital-first consumer brands company creating the FMCG conglomerate of the future. A company built on the values of Honesty, Natural ingredients and Safe care, HCPL caters to the needs of millennial consumers through innovative products, evolved propositions, direct to consumer marketing, and e-commerce fulfillment. Currently catering to over 100 cities in India with brands like Mamaearth & The Derma Co., HCPL is building an ecosystem that helps benefit the consumers and community at large. Backed by Sequoia Capital India, Fireside Ventures, Stellaris Venture Partners, and Sharrp Ventures, HCPL is set to become a billion-dollar FMCG conglomerate in the next 5 years – spread across the globe but connected through a digital center of excellence.
Founded by husband-wife duo Ghazal Alagh and Varun Alagh, Mamaearth is Asia’s first brand with Madesafe certified products that offer 100% toxin-free & natural baby care, skincare, and hair care products. Driven by innovation and using the best of science and Ayurveda, the brand caters to all personal care needs of young, aspirational and increasingly conscious Indian consumers.
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