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Challenger Indian Skincare Brand Neude Banks On Sreeleela’s Star Power
India’s milk-based skincare brand Neude have tapped on the star power of South Indian acting starlet Sreeleela as its celebrity endorser for its Hi-Glazer line.
With the deal, the brand hopes to boost its presence in the South Indian market and leverage on the 23-year-old’s actor’s effervescent screen persona to ramp up sales there.
Following the deal, Sreeleela, said, “‘Having grown up using milk as a part of my skincare routine, I am excited about Neude’s innovations with the science of milk, and I’ve been enjoying using Neude’s high-performing products, perfectly suited for today’s skincare needs. I’m excited about the collaboration with this new-age skincare brand, and I look forward to the journey ahead.”
Aayshya Jhunjhunwala and Advay Jhunjhunwala, founders of Neude, added, “At Neude, we are excited to welcome Sreeleela into our world of Hi-Glazers. Sreeleela’s dynamism along with her lively and spirited personality that resonates extremely well with the brand, and we look forward to a successful collaboration.”
According to ASN data, the FMCG/Cosmetics & Toiletries category has a 2.3% share in the Indian sponsorship market, having invested almost US$43m since Q321, and with a quarterly average of almost US$3.9m during that period. The brands tend to spend heavily on celebrity endorsements which are usually between US$200k to US$400k.
