Brands
Vega aims to refresh cosmetic industry with SERY
NEW DELHI: Personal care appliances brand Vega has forayed into the cosmetic brand with the name SERY. The company launched its product through e-commerce channels including its own website. SERY has entered the market with an easy-to-use, stick format make-up range.
The brand has roped Bollywood actress Amyra Dastur as the brand ambassador. As part of the association, Dastur will be featured in the latest launch campaign video.
The company has expanded its footprints at a time when the cosmetic industry has been facing a steep decline due to the pandemic. Not only India but across the APAC region, many cosmetic brands have witnessed net sales decreased in the past few months.
SERY MD Sandeep Jain shared, “The Covid2019 pandemic has had a negative impact on the industry. But many indigenous brands have started creating stronger e-commerce presence since offline has taken a hit. Individuals, particularly millennials, continue to purchase items via e-commerce platforms besides buying products directly from their favourite brands’ websites. So, having a strong presence in leading e-commerce platforms will be of help. However, retail will continue to be a point of focus for us in the near future.”
VEGA has been a known brand in the personal care market. The company started its operation in 2006 as a makeup brush brand but transformed itself into a one-stop-shop brand for beauty care accessories and personal care appliances by 2013.
“Ever since we launched Vega in the Beauty Accessories and Personal Care Appliances category, our aim was to diversify into other segments. Although our initial plan was to bring everything together under one roof, we realised that launching a fresh brand would help in transforming the market without losing the intrinsic values of the respective brands,” he said.
The idea behind launching a new brand, in an already cluttered market, was to bring the consumers something different and unique as a concept. “Being unique in terms of the pricing model and the product itself is of huge importance to brands today. The advent of the digital age has exposed the younger generation to a whole new world of products that are better, cheaper and more easily accessible,” he added.
The brand mentioned that it’s not possible to have a retail presence right now, but a large population continues to shop from their favorite retail store instead of e-commerce.
Jain also added that the pricing is competitive and comparable to big brands. Instead of the regular OOH billboard style of campaigns, the brand will look at digital for now.
Brands
Davidoff appoints Ahaan Panday as first Brand Ambassador for India
Actor to front new chapter as brand launches Cool Elixir fragrance.
MUMBAI: Davidoff has just found its perfect new splash in India and he comes with star power and a cool, confident vibe. The iconic Swiss fragrance house has announced actor Ahaan Panday as its first-ever Brand Ambassador for India, marking a significant milestone in the brand’s journey in one of its most dynamic markets. Ahaan Panday, known for his fresh energy and strong connect with younger audiences, embodies the modern Davidoff man self-assured yet carefree, ambitious yet grounded. His appointment aligns perfectly with the brand’s “gentleman adventurer” philosophy of adventure, refinement, and living life with intensity.
Sharing his excitement, Ahaan said: “Davidoff is one of those brands I’ve always associated with memories growing up. Cool Water was probably the first perfume I ever tried. To now be named Davidoff’s first Brand Ambassador for India feels incredibly special. I’ve always seen Davidoff as a symbol of confidence and staying true to who you are.”
The collaboration coincides with the launch of Davidoff’s latest global fragrance, Cool Elixir: The New Oud Treasure. This bold composition reinterprets freshness with depth and intensity, featuring a noble oud accord layered with lavandin absolute and rose oxide.
For decades, Davidoff has enjoyed cult status in urban India. With Ahaan Panday now leading the charge, the brand is set to strengthen its cultural presence and connect with a new generation of fragrance enthusiasts through a more contemporary and relatable voice.
In the competitive world of luxury fragrances, Davidoff has made a splash by choosing a young, authentic Indian talent to carry its legacy forward. Expect the scent of success — because when Ahaan Panday teams up with Davidoff, the fragrance game in India is about to get even cooler.
