MAM
GUEST COLUMN: Why do companies need to be more consumer-centric than brand-centric?
Mumbai: Experts and professionals have long debated the merits of customer-centricity versus brand-centricity. I have to say that it’s not one against the other; instead, both complement each other. With the fast-changing business landscape, the tenets of marketing and brand value have evolved equally fast. Back in the day, when outbound marketing was the primary method of outreach, it made sense to put brand-centricity at the core as the outbound efforts involved advertisements via radio, TV, and newspapers. Mainly, the brand decided what to communicate and how; there was limited two-way communication.
But with inbound marketing taking centre stage, the marketing processes, tools, and funnels are entirely different. Digital has changed the game completely. Companies cannot afford to ignore the sheer volume of inbound traffic and how it’s suitable for the bottom line. Before making a purchase today, customers proactively do their research, which involves search engines, social media, peer-to-peer conversations, and more. This shift in customer behaviour has heralded a change in the marketing mantra from brand push to brand pull, from brand-centricity to customer-centricity. In essence, brand efforts are now a sub-set of customer-centric marketing.
‘Customers 2020: A Progress Report’ by Walker talks about customer experience overtaking both price and product as the key brand differentiator. This is a validation of what marketers already know. Similarly, Forrester Research has consistently highlighted how we live in the ‘Age of the Customer’, where the customer experience with the brand is paramount, and obsession with the customer is a defining change as per Exhibit one.
360-degree Customer Approach
To be truly customer-centric, it’s vital to have a holistic end-to-end understanding of the customer by mapping the persona, buying patterns, and using marketing automation to listen to consumer preferences and leanings. In a nutshell, deep customer intelligence and insights should become the prime focus. Marketers today are increasingly warming up to the fact that higher levels of customer understanding translate into unprecedented levels of customer engagement.
360-degree Organisational Approach
For any enterprise, the target customer needs to be at the heart of its marketing strategy and part of its DNA. Firstly, inculcating a customer-centric approach needs to start with the leadership. Secondly, internal restructuring needs to be aligned with the customer segments and needs. Thirdly, success and outcome need to be measured using key consumer metrics like customer satisfaction (NPS scores), order and delivery timelines, etc.
360-degree Execution Approach
The mantra should be to execute flawlessly and address the customer’s pain points, demands, and expectancies by analysing all available information. Take the example of a famous ketchup brand that acted expeditiously upon customer feedback highlighting the need for increased convenience in daily use. Exhibit two is self-explanatory.
360-degree Customer Care
Training customer service teams to be the ‘best amongst the best’ is critical. In many cases, the customer experience is closely driven by first-hand interaction with the customer care executive/helpline. Building systems and processes at an organisational level that allow a single customer view so that specific details pertaining to each customer can be accessed is the need of the hour. Also, such information should be made available to all functions for empowering and aligning them with the customer-centric strategy.
360-degree Customer Feedback
While the customer feedback is provided through multiple sources like customer care and sales teams, websites, survey questionnaires, google forms, social media, etc, it is imperative to address each through a carefully created repository backed by a tech-oriented query resolution and product development process. This forms the backbone of a consumer-centric culture.
360-degree Content
Over the last few years, Google’s search engine has shown a preference towards human-friendly content, ranking it higher than just content that hits all the right keywords. Therefore, the more humanised the content strategy, the more it will connect with the target audience. 360-degree content, hence, is people-centric and adds value to the product features and business-led articulation.
To sum up, customer-centricity is the bedrock for businesses and in many ways decides their fate in terms of ‘Intention to Purchase (ITP).’ Brands, slogans, products, and media are only the spokes that help bridge the gap between the customer and the business and influence ‘Top of the Mind Recall (TOMA).’
In essence, the brand reality today is defined by its collated perceptions and insights of the customers. Having said this, customer-centricity is a lifelong approach and needs constant attention to changing customer/market needs, perceptions and expectancies.
(Atul Raja is executive vice president, global marketing at Wadhwani Foundation. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)
Summer comes with intense sun exposure, sweat, and excess oil. The result is tanning, dullness, and uneven skin tone. Your skin may continue to appear tired if your routine stays the same. Therefore, a detan face wash is essential.
It can remove tan, cleanse thoroughly, and restore your natural glow when paired with a tan removal face mask, without over-drying your skin. Understanding how it works and why it matters will help you use it to get the desired results.
What Is a Detan Face Wash?
A detan face wash is a cleanser for addressing sun tan, pigmentation, and buildup caused by UV exposure and pollution.
It works on the following aspects.
- Surface cleansing by removing dirt, oil, and sweat.
- Mild exfoliation to remove dead skin cells.
How it works?
Function What it does? Exfoliation Removes dead, pigmented cells Brightening Reduces melanin buildup Cleansing Clears sweat, oil, and pollution Skin renewal Promotes fresher, even-toned skin
Why Your Skin Needs Extra Care in Summer
Summer conditions in India mean heat, humidity, and UV exposure. They can directly affect your skin barrier.
Common summer skin issues
- UV rays lead to more melanin, which results in tanning and pigmentation
- Sweat and oil clog pores, leading to acne and blackheads
- Dust and pollution make your skin dull and uneven
What happens without proper cleansing?
- Tan layers build up
- Skin looks darker and patchier
- Breakouts become frequent
Using a face wash for summer that removes tan can prevent this cycle.
Top Detan Face Wash Benefits for Skin in Summers
- Removes Tan and Brightens Skin
Detan cleansers contain exfoliating ingredients that fade pigmentation caused by the sun.
Result
- More even skin tone
- Visible brightness over time
This is the right way if you are searching for how to remove sun tan from face at home.
- Deep Cleansing Action
Sweat and oil trap dirt inside pores. A de tan face wash benefits in clearing this buildup.
Benefits
- Reduces clogged pores
- Prevents acne and blackheads
- Keeps skin breathable
- Controls Excess Oil
A de tan face wash for oily skin controls sebum without stripping moisture.
Ideal for
- Oily skin
- Combination skin
- Humid conditions
- Refreshes and Revitalises Skin
The skin feels heated and fatigued after sun exposure. Detan cleansers include soothing ingredients.
Effects
- Cooling sensation
- Reduced irritation
- Instant freshness
- Cleanses Without Drying
A good formula balances cleansing with hydration.
For example, the Detan face wash by Foxtale uses:
- Papaya enzymes for gentle exfoliation
- Vitamin C for brightening and antioxidant protection
Its sulphate-free formula removes tan and buildup, but also hydrates the skin. It is suitable for daily use in dry heat.
Key Ingredients to Look For in Detan Face Wash for Summers
Choosing the right ingredients determines whether your cleanser will work or not.
Ingredient guide
Ingredient Function Vitamin C Brightens, reduces pigmentation Papaya Enzymes Enzymatic exfoliation removes tan Aloe Vera Soothes sun-exposed skin Lemon Extract Mild astringent, helps cleanse Activated Charcoal Detoxifies, controls oil
These ingredients make a formula work in de tan face wash for men and women with outdoor-heavy routines.
How to Use Detan Face Wash Effectively
Consistency and technique matter as much as the product.
- Splash your face with lukewarm water.
- Take a small amount of the cleanser.
- Massage gently for 30–40 seconds.
- Focus on tanned areas (forehead, nose, cheeks).
- Rinse thoroughly and pat dry.
- Follow with moisturiser and sunscreen.
Frequency
- Twice daily (morning and night).
Use the cleanser with a weekly Tan removal face mask to get faster detanning results.
Who Should Use a Detan Face Wash?
A detan face wash is suitable if you:
- Spend long hours outdoors
- Notice tanning or uneven skin tone
- Have oily or combination skin in summer
- Want a brighter, fresher look without harsh treatments
It works equally well as a de tan face wash for men dealing with sun exposure and oiliness.
Final Thoughts
A detan face wash is an upgrade to your summer routine with a specific purpose. It removes tan, controls oil, and maintains clarity in conditions that naturally damage your skin.
Tanning fades slowly with the right ingredients and regular use. Your skin will appear clearer and more even. Results take time, so let your skin recover from sun damage by being consistent with your routine.
