KIRO BEAUTY
WHAT WE DID:
Brand Launches & Press Kit Development
Strategic Media and Public Relations
Spokesperson Management & Media Training
Influencer Marketing and Collaborations
Events & Marketing Collaborations
Brand Consulting
ABOUT THE BRAND
The beauty industry is vast and has a gamut of consumers who range across different age groups, essentially the experimenter, the woman reclaiming control and the woman being careful. This given the different skin types and the fear of what products could do to the skin. Moreover, consumers want to feel good and want a natural look without making their makeup too on the face or evident. Vasundhara Patni, the brainchild behind the brand Kiro took her time to assess the Indian landscape trying to understand what a consumer actually needs. With a lot of closed door thinking and spending endless hours going through data, Kiro was born. A brand that is 100% vegan, animal cruelty free and paraben free is synonymous to accessibility, inclusivity and sustainability, Vasundhara wanted to launch the brand in the middle of the pandemic in August 2020. A move that most new brands would not think about making, nothing stopped entrepreneur Vasundhara Patni from taking this leap with her clean beauty label with a dedicated e-commerce store.
WHAT WE DID
The Indian beauty market is full of brands that cater to an array of consumer needs. Given the scenario, a new player entering the market had to be really strong in terms of devising products that could compete with the already established brands. The objective that Kiro had set out with was to launch themselves and generate visibility around the same across traditional avenues and through PR and influencer marketing.
Keeping in mind the brand objectives, Mint + Milk curated a thorough plan of action which consisted of a mix of traditional media, new age media along with leveraging influencer marketing as a strong tool to drive value and credibility to the brand whilst keeping in mind the biggest pain point which was the pandemic.
