Gift giving is a love language for so many of us, it brings joy and a feeling of being loved to the receiver. Can’t ever go wrong with picking up something small like a bottle of perfume and presenting it to the special ones, right? But careful, if you have picked up a “Cherry Secret” instead of a “Tough Napoleon” for a man. Truly, 1/3 of men’s perfumes sold in the world are bought by women!
Personal care has been categorised as masculine or feminine ever since its creation as a commercial product. Luckily, not everyone wants to profit off ridiculous stereotypes for scents. The brand Crazy Owl – Your Skin Co. was started with this very thought.
The bird of a new idea
The makers at Crazy Owl – Damanjit Kohli and Karishma Sahni – don’t subscribe to traditional gender labels but believe in elevating the power of scents with their range of personal care. “With 15 years of experience in manufacturing for leading fragrance brands globally, we realised the bias in the society of telling people what to wear based on their gender. Internationally now after decades, brands are evolving and changing this trend, we at Crazy Owl are trying to change that outlook in India and introduce high quality efficacy-based products that are gender neutral,” says Kohli.
The duo have a clear picture in mind. Sahni shares, “We draw inspiration from the owl vision, being farsighted to continuously build solutions driven products and our products are built on the foundation of being vegan, plant based and gender fluid.” The quality maintained at Crazy Owl is such that meets the international standards and the duo puts immense effort to continue the work. This quality is reflected in their handpicked packaging as well as the ingredients sourced. Ample resources are channelised towards these.
The fairly new brand, established only in 2022, did not experience a smooth sail right from the start. “For any startup, customer acquisition always takes a lot of time as the brand is new. However, we are noticing an impressive return rate of customers which gives us the confidence that the more we acquire consumers the more brand loyalists we will be generating for our brand. We are still learning our ground on how best we can reach out to the large Indian audience and serve them,” shares a hopeful Kohli.
In a short span of time, the brand has been PETA and IFRA certified on top of being FDA approved. It provides the best possible sensorial experience in Hair Care range with India’s first Date Seed Oil Shampoo and Conditioner; Body Washes which are 100% soap free, pH balanced and 99% Glycerine; strong and long-lasting luxury Eau de Parfum range that will accentuate your essence; and a Body Spray range that uplifts your mood.
Spreading the wings
On being asked to share their future plans, Sahni stated, “We are continuously working towards expanding on two fronts – our product range and our channel.” She elaborated, saying “We will be launching more affordable luxury products across categories.” In order to drive more and more customer acquisition to grow the brand, the duo is focusing on increasing Crazy Owl’s touchpoint and interaction with the product.
Currently the products of the brand are available on all major market place platforms – Amazon Launchpad, Flipkart Propel Program, Purple, Snapdeal, Tata 1 mg, and First Cry; the founders have signed up for everything needed for growth. They will also be launching the brand on Myntra, Nykaa, Bigbasket, Pharmeasy and Shopper Stop this month and plan to grow their channels every month.
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