Q] Sebamed uses a science-led approach for its campaigns, including the recent ‘Hair Fall ≠ Hair Loss’. What consumer insight led you to explore that misconception?
We conducted a clinical study across 43 touchpoints and noticed that consumers who used the product saw a benefit. But initially, when we spoke to consumers, some of them were sceptical. They had previously used hair fall products, which are actually designed to deal with breakage, but not hair loss, which originates at the roots. We realised that the category was seeing some churn due to this. Being a science-led brand, we wanted to educate consumers about the difference between hair fall and hair loss, and explain that while hair loss can’t be stopped by a shampoo or topical, it can be reduced. That was the insight.
Q] Modern-day consumers want campaigns to be culturally relevant and in sync with current trends. How do you balance that with the scientific aspect?
An ad is now expected to establish relevance in the first three seconds because people are scrolling fast. While science is at the root of our brand, speaking purely in scientific parlance can bore people. So, we try to add creative hooks. We also have a very rigorous form of testing assets. We take a creative idea, test the script and look at people’s reactions. Only then do we launch the ad. We also follow a multi-creatives model, where we generate about 100-150 creatives at a point of time and test them across touchpoints. The idea is to continue running the ones that interest consumers and have more stickability.
Q] Do you think the traditional big campaign is not as relevant in today’s evolving advertising landscape?
There are two aspects to it. If you are a big company, you can probably still amplify a campaign in a way that people watch it at scale and relate to it. But for a company like ours, potential consumers may not be watching conventional serials, etc. So, you cannot be the one running a large ad spot, expecting everyone to see, because that viewing pattern has changed. You need to find multiple points of contact.
With consumers watching content at their convenience and skipping ads, the big ad may no longer exist in its current form. Instead, one hero ad could anchor a campaign, supported by smaller executions, influencer activations and e-commerce initiatives as part of a 360-degree approach. With the consumer journey now fragmented, people can enter at any stage rather than follow the traditional top-to-bottom funnel.
Q] What is your current media mix, and how has it evolved?
We are looking at mediums which are relevant to our target group, which consists of premium consumers. These are educated people, who seek science-based products. Then, we focus on contextual targeting. Digital and OTT have come to occupy significance in our media mix. We are trying to reach consumers at places relevant to them, rather than aiming for mass TV viewing. For a brand like ours, the latter does not enable us to reach the same TG at the same cost. Our media mix modelling helps identify what works best, while faster creative refreshes ensure campaigns feature a growing number of assets rather than repeating the same ones for months.
Q] Skincare and haircare are experiential categories, and influencers have always been central to that. What role do creator partnerships play in Sebamed’s marketing approach?
The more we speak to consumers, we realise that their first mode of learning (about a brand or product) is a creator. There are two sets of influencers they follow—beauty or lifestyle creators and skin specialists or dermatologists. While we cannot run a brand solely on creators, we do believe that we need creator collaborations to generate consideration. In fact, people now trust creators more than the old celebrity model. There is relatability and believability in the former.
There is also some cynicism. A woman recently told me that she saw the same product being pitched by 100 influencers on the same day. So, there needs to be a balance; it should not look fake. At Sebamed, we don’t give creators a script. We give them a product, state its benefits and then tell them to run it the way they deem fit.
Q] Gen Z or younger consumers are increasingly doing their research online. Is there any difference in how you approach that demographic?
This demographic is very clear in their thought process. They are not easily swayed by a celebrity brand ambassador, because they know the celebrity may not be using the product in reality. They are reading up a lot more, and AI is one of the most interesting aspects of this. We recently spoke to someone who chose a product because of a particular ingredient she discovered through influencers, but also discussed with ChatGPT. They always re-check things through AI.
Q] Does that mean you are treating conversational AI as an important touchpoint?
A lot of our products are based on clinical studies and research conducted across the world. This is resident knowledge, and AI generally organically picks it up. Therefore, whenever you search for our products, you will always find good references.
Q] Sebamed is one of the earliest skincare brands to introduce dermatology or science-led product positioning. But the landscape is becoming increasingly competitive. What makes the brand stand out?
Sebamed has stickiness. Around 80 per cent of consumers who have tried our products, stay on. In terms of marketing, our task is to get more people to try it, and that is what we are doing. Skincare brands are now talking about specific ingredients. But that can also be dangerous because people then compare two products, for example, on two per cent niacinamide, without realising that it takes much more to create a product. The worry is that we are simplifying it a lot to just ingredients and percentages. For us, the focus has always been on the overall benefit.
A few brands are also making claims which are not very scientific. For example, you may see claims of up to 100 per cent dandruff removal. ‘Up to 100 per cent’ could also be ‘zero per cent’. We, as a community, need to be careful about this. At Sebamed, we do a lot of R&D and clinical studies before launch, which form the basis of our claims.
PROFILE
Pranay Rao currently serves as VP – Marketing at USV Consumer and Personal Care, where his responsibilities include strengthening the brand’s science-led positioning and driving its next phase of growth. He brings over two decades of experience building brands across FMCG, consumer technology and fashion. He has previously worked with organisations such as Unilever, ITC, Kraft Heinz, Kimberly-Clark and Nothing India, across India and international markets. His expertise lies in combining brand-building, consumer understanding, business growth and technology, with a particular interest in how AI is reshaping the future of marketing.
ABOUT THE BRAND
Sebamed is a science-backed skincare and haircare brand, with a strong focus on educating consumers about what truly matters when it comes to skin and scalp health. Sebamed products are manufactured in Europe and marketed in India by USV Private Limited, which is a pharmaceutical company spanning more than six decades of legacy.
FACTS
Media Agency: WPP
Creative Agency: Project-basis
Digital Agency: LS Digital (for performance marketing)
PR Agency: PR Pundit Havas Red
