Skincare Brand - Hyphen by Kriti Sanon

The way you will appeal your customers


Vrushali Khadilkar

8/1/20232 min read

woman in white tank top
woman in white tank top

There is another player in the Indian Skincare Market targeting customers who love budget-friendly options. The newest launch is by Kriti Sanon and the name of the brand is "HYPHEN".

There is a sense of gusto and freshness in her branding and I liked that she didn't succumb to the grey, brown or beige tones and become pastel queen either. The market is feeling a wave of suffocation with the brown tones saturating the vanity just for the sake of becoming an aesthetic sensation. She chose a yellowish-green hue! The right name would be Primrose colour.

The Logo -

The logo "Hyphen" doesn't contain anything that has to do with the colour yellow at all. The font looks like "Tretton Regular" font genre.

Hex colour code - #e8eb94

Primrose Green Colour.

Launch Strategy -

Well, it was Kriti's Birthday and her prior Instagram posts gave some hints of Skincare stuff incoming. There was a surprise element and a rush to know what she is coming up with. Although, these days everyone is launching their own beauty brand so the rush is subdued. The winning element was the price point. The content assets were rolled on YouTube and social media engaging the audience. Upon seeing the Advert I felt like I am seeing a shoe ad but well we were seeing something skincare related.

The thing I liked about the launch most was that she weaved her journey with skincare and everything in between. She seems authentic and didn't spill the same terms every now and then like - "hydration", "boost", "smooth" etc. She spoke about the ingredient lists and why oily-skin barrier repair is formulated differently than the one directed for dry-skin folks.

The Instagram bio says - "High-Performance Skincare Solutions! Power of Nature and Potency of Science. 100% Vegan, Peta Certified and Sustainable Skin Care"

In Instagram Live she mentioned the sustainability factor but I don't find more brief information on the website as of now.

Kriti's latest venture has five co-founders hyphened on board.

Things they can improve -

When directed to their WhatsApp - 7262007070 the message pops up - shoots a form along with another helpline number - 9262007070 which doesn't exist when called on.

They have all these options - Let's see if they all work!

Congratulations to Kriti and her team because starting a project and working through it all takes bravery.

Check the site -

Given below are some content ideas -

Option No 1-

Discover the secret to radiant skin with our range of luxurious skincare products. Transform your daily routine into a pampering experience that leaves your skin feeling refreshed and rejuvenated. Experience the difference today!

Option No 2 -

Indulge in a pampering beauty routine that will transform your skin. With our innovative formulas and cutting-edge technology, you can achieve a flawless complexion that radiates confidence and youthfulness.

Option No 3-

Revitalize your skin with our collection of high-performing and vegan beauty products. Formulated with botanical extracts and essential oils, our skincare range will rejuvenate your complexion and enhance your natural beauty.

Thanks for reading,

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