SUGAR POP, a part of the SUGAR beauty brands has announced a collaboration with Bollywood star, Kriti Sanon. The brand has launched the “Colour Sahi, Transfer Nahi” campaign. It also marks SUGAR POP’s first time on television. With this, they also launched the Ultrastay Transferproof Lipstick.
The launch commercial of SUGAR POP features Kriti Sanon. In the Campaign, Sanon highlights the all-new transfer-proof, non-drying creamy matte SUGAR POP Ultrastay Transferproof Lipstick. She also showcases the new lipstick’s transfer-proof properties with her own charm. The brand has launched this new TVC in seven languages, ensuring it reaches a wide audience of makeup enthusiasts. It will be featuring on various platforms via teaser ads, digital ads, as well as influencer amplification.
With this campaign, the brand further looks forward to building widespread awareness of the brand and the product. The lipstick has been under development for nearly 18 months. It is all set to set a new standard for high-quality makeup available at an affordable price.
What Kriti Sanon Has To Say
Kriti Sanon expresses her excitement about this new collaboration. “I’m thrilled to be part of the SUGAR POP family as we launch the #ColourSahiTransferNahi campaign that encourages young women to be unstoppable and explore their individuality with makeup that is affordable and long-lasting such as the SUGAR POP Ultrastay Transferproof Lipstick – a highly-pigmented transferproof formula that STAYS! It’s the perfect blend of quality, and value, making it a must-have in any makeup collection for the festive season. SUGAR POP’s mission to make high-quality pocket-friendly makeup accessible to young women resonates deeply with me and I am excited to be part of this inclusive journey for women from every part of the country.”
Words From the Co-Founders
Vineeta Singh
Vineeta Singh, co-founder & CEO of SUGAR Cosmetics comments, “We are thrilled to associate with Kriti Sanon for SUGAR POP’s first ever TV campaign #ColourSahiTransferSahi. Having seen SUGAR Cosmetics scale rapidly in the premium high-performance makeup segment, about 4 years ago, we identified a clear whitespace in branded good-quality affordable Colour cosmetic products in India – and that’s how SUGAR POP, a trusted pocket-friendly brand was first conceptualized. Today, this small idea’s sales have defied all expectations to double every year over the last 3 years, driven by great-value products, strong consumer demand, and deep distribution across tier 2 and 3 cities. For something of the magnitude of the SUGAR POP Ultrastay Transferproof Lipstick, I know that partnering with Kriti will drive strong adoption across a broader audience while driving our national footprint even deeper, online as well as offline.”
Kaushik Mukherjee
Co-founder & COO of SUGAR Cosmetics, Kaushik Mukherjee further added, “Kriti Sanon’s natural charm, authenticity, and confidence just made her an irreplaceable fit for the #ColourSahiTransferNahi campaign and we hope you have as much fun trying out the product and watching the ad as much as we had creating both.”
