MAM
Rahul Avasthy reveals secrets of marketing to Generation Y
MUMBAI: Getting the attention of the youth segment is important as they are the opinion makers today, said Focus Circle Brands director-client servicing and digital strategy Rahul Avasthy, while speaking at the Youth Marketing Forum.
Avasthy talked about the secrets to marketing to generation Y (youth). He said, “Brands today need to understand that content is dead without context. Content is what company makes but context is what you make for the consumers; content is what generation Y buys but context is why they buy; content starts from buying the product and end when the product ends but context starts before the purchase and stays far beyond the consumption of the product.” I
If the youth won’t find context in the brand, he won’t go for it, he added.
According to him, generation Y have access to more tools like mobile and technology; they have more capacity to release ideas. They can go against the government and start a Facebook page. They have more tools and, hence, they have more conviction. It’s about knowing how generation Y is changing into ‘o’ (optimisers). Marketers can help the people in transition. When you look at the long term, consumers of previous generation are not much different than that of current generation. It’s just that youth wants change.
Generation Y is using social tool in an optimised way and they want a better social experience. “Before planning the mediums to be used, marketers should see what social tool their target group is using. This generation is not buying the design, and layouts. What matters to them is what design and retail layout is doing for them. Generation Y does not only consist of rebels;they are responsible citizens,” he said.
A strategy called ‘secret’ is also a secret to marketing to generation Y. Youth today wants to know things before others come to know about it and they want to know everything that is popluar without being left out. Being the first one to share something on Facebook is cool for them. It becomes a measure of one’s cultural power and popularity. Kolavari Di was an opinion that others related to and made spoofs which was again watched by many.
‘Market your best customer first, prospect second, rest of the world later’, noted Avasthy. “If you want to catch hold of youth, you need to be on web, mobile, wherever they are. You cannot bore generation Y into buying. Fasso’s is using a secret strategy in a good way. You can tweet on their home page on Twitter and place an order. Also, they have an offer like write ‘I hate you’ on Fasso’s twitter page and get 20 per cent off. These things help brands in a way that the audience will discuss about the brand and virally it will be passed on to others. Generation Y acts as a medium and as a media as well,” he concluded.
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.
