Swiss Beauty is marking its 13th anniversary with a broader brand proposition. Its latest campaign, ‘We Got You,’ moves away from the earlier ‘We Got You, Girl’ positioning, reflecting the brand’s attempt to make beauty more inclusive and relevant across generations.
For Shalini Kochar, Associate Vice President, Marketing, Swiss Beauty, the change is rooted in how the definition of beauty has expanded. “Beauty in itself has become very, very broad,” she says, pointing to consumers who increasingly associate beauty with fitness, skincare, wellness and personal expression.
The campaign also places consumers and their everyday moments ahead of conventional product-led messaging. Kochar believes this is becoming critical in an increasingly crowded beauty market. “There are ample products in different categories,” she says. “The brand which is able to bring everything together and build that community is the brand which survives.”
That focus on community also shapes Swiss Beauty’s approach to creators. Rather than simply chasing follower counts, the brand looks at whether an influencer can genuinely influence a purchase decision. “It’s not just about followers. It’s not just about a deal,” says Kochar.
Watch the full video interview here:
The brand is also moving towards longer-term creator relationships, with content built around multiple product categories rather than one-off endorsements. Kochar says the objective is to bring performance and brand-building closer. As beauty trends accelerate on social media, however, Swiss Beauty is resisting the temptation of chasing every viral moment. “Virality is not a strategy,” Kochar says. The brand evaluates trends based on their relevance to Indian consumers, suitability across skin tones, longevity and potential for innovation.
This approach extends to product development, with offerings such as Jelly Verse designed around specific consumer needs and convenience. Swiss Beauty is also building separate identities for its Select and Care ranges, targeting consumers through distinct products, audiences and creator strategies.
For Kochar, two principles remain central to the marketing strategy: “Consumer insights and community are the two pillars I will never negotiate on.”
