Brands
Transforming e-commerce: Two99’s winning formula for FMCG, Apparel, and skincare brands in the Gen Z Era
Mumbai: In a remarkable showcase of digital marketing expertise, Team Two99 has once again demonstrated its unparalleled ability to connect with the dynamic and ever-evolving Gen Z audience. Over the last two quarters, the agency has masterfully curated content engines and reshaped brand perceptions for its clients in the FMCG, clothing, and skincare categories. Leveraging their deep understanding of Gen Z, cutting-edge technology, and vertical storytelling, Two99 has propelled each of its clients to new heights of success.
The impact of Two99’s innovative strategies is evident in the impressive results achieved by their clients in Q3 and Q4. Over a dozen brands experienced a significant increase in brand searches, leading to a reduction in Customer Acquisition Cost (CAC) on their websites. Moreover, these brands enjoyed a multiplication of Return on Ad Spend (ROAS) on popular marketplaces like Amazon and Myntra, a testament to Two99’s ability to optimize digital presence and drive sales across multiple platforms.
The FMCG industry in India, valued at approximately $110 billion in 2020, is expected to grow at a CAGR of 14.9% to reach $220 billion by 2025. In this competitive landscape, Two99’s clients have managed to stand out and capture the attention of the coveted Gen Z demographic, known for its discerning tastes and preference for authentic, relatable content.
Similarly, the Indian clothing and apparel market, expected to reach $350 billion by 2030, has seen a shift towards online shopping, with consumers seeking unique and personalized experiences. Two99’s clients in this sector have successfully tapped into this trend, offering exclusive online product ranges that resonate with the younger audience’s desire for individuality and style.
The skincare industry in India is not far behind, with a projected growth rate of 8.22% between 2021 and 2025, reaching a market volume of $2.7 billion. Two99’s expertise in understanding consumer behavior and preferences has enabled its skincare clients to tailor their offerings and marketing strategies, resulting in increased brand visibility and customer engagement.
Additionally, Team Two99’s strategic interventions have not only boosted short-term metrics but have also laid the foundation for long-term brand growth and loyalty. By aligning with the values and aspirations of Gen Z, these brands have positioned themselves as frontrunners in their respective industries, poised for continued success in the digital age.
The author of this article is Two99 CEO Agham Chaudhary.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
