.jpg)
SUGAR Cosmetics, a leading omnichannel beauty brand popular among Gen Z and Millennial consumers, has launched the “#GRWS - Get Ready With SUGAR” digital campaign. This initiative features prominent personalities, including Bollywood actor Alaya F, singer and music composer Jasleen Royal, actor and singer Sushant Divgikar, and Indian cricketer Shreyanka Patil.
The campaign's central theme is “Duniya ke liye ready hone se pehle, khud ke liye ready hona zaroori hai!” emphasising the importance of self-worth and personal preparation. It aims to foster a healthy balance between nurturing oneself and giving to others. The launch video highlights the celebrities' last-minute rituals and their use of SUGAR products to enhance their confidence before stepping into the spotlight.
Over the next three months, SUGAR Cosmetics will release individual videos featuring each celebrity showcasing their unique preparation rituals. The campaign will also introduce new product offerings, digitally promoted across platforms like Instagram, YouTube, and Facebook, alongside retail touchpoints.
Vineeta Singh, Co-founder and CEO of SUGAR Cosmetics, stated, “I am inspired to stand alongside India’s self-made personalities in the #GetReadyWithSUGAR campaign. This initiative recognises the necessity of cultivating self-worth to inspire positive change. Makeup enhances confidence and allows for individual expression in both professional and personal spaces.”
Sushant Divgikar, known as Rani Ko-HE-Nur, commented, “SUGAR Cosmetics’s #GetReadyWithSUGAR campaign embodies inclusivity and empowerment. It reminds us that preparation is as vital as recognition, highlighting the importance of gratitude towards those who support us.”
Jasleen Royal added, “The #GetReadyWithSUGAR campaign calls on every woman to embrace her power before stepping into the spotlight, celebrating the preparation that precedes success.”
Shreyanka Patil expressed her excitement: “I am thrilled to be part of this impactful initiative that celebrates the hard work behind every success story.”
Alaya F shared her enthusiasm, stating, “Being part of the #GetReadyWithSUGAR campaign feels fulfilling! It captures my pre-shoot rituals, like meditation, reminding us to take time for ourselves.”
Kaushik Mukherjee, Co-founder and COO of SUGAR Cosmetics, remarked, “It’s heartening to have inspiring icons unite for #GetReadyWithSUGAR to convey the importance of self-value before shining for the world. This collaboration aims to inspire future generations to seize opportunities and be their best selves with SUGAR.”
