“amág Beauty’s USP is BLIP, addressing skin damage from blue light & meeting the needs of tech-aware customers,” Aanchal Malhotra, Co-Founder, amág Beauty

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She’s super enterprising, smart and an amazing leader in the world of makeup. Meet Aanchal Malhotra Gupta, the co-founder of amág Beauty who has been a pioneer in the beauty field by introducing BLIP Technology to her brand’s products which protects the skin from the harmful blue light that is emitted from our screens. In an exclusive interview with Sumita Chakraborty, Editor-in-chief, TheGlitz, Aanchal talks about her makeup brand amág, the challenges she faced and what exactly the revolutionary stand-out BLIP technology is.

Could you tell us about your amág Beauty journey? First of all, what made you keep the name “amág” for your makeup brand?
amág’s journey has been incredibly intriguing, especially in the context of the post-COVID-19 digital landscape. The shift towards a digital-centric world has significantly transformed the way we use devices like mobile phones, tablets, and laptops for both entertainment and e-commerce purposes. The pandemic played a pivotal role in the surge of OTT platforms and the emergence of direct-to-digital releases. Additionally, the widespread adoption of remote work culture has amplified the need for a strong online presence. In light of these changes, we were inspired to create cosmetics infused with skincare ingredients designed to shield us from the harmful rays emitted by screens. Introducing ‘BLIP’ our innovative Blue Light Insta Protect, integrated into our entire makeup range. This initiative was born out of our awareness of the challenges posed by the new digital era, driving us to offer products that prioritize skin health and protection in the digital age.

I’ve tried out your lipsticks, and they are really good but I am curious, in this brand-eats-brand world, how does a new brand like amág Beauty survive?
amág Beauty has been surviving and thriving in the competitive beauty industry by focusing on unique selling points, like innovative formulations, and BLIP technology. Building a strong online presence, leveraging social media, and collaborating with influencers can also help create brand awareness. Additionally, prioritizing customer satisfaction, offering exceptional customer service, and staying updated with industry trends can ensure long-term success.

What is amág Beauty’s USP?
amág Beauty stands out by offering affordable cosmetics without compromising quality, catering to budget-conscious consumers. Our unique selling point is BLIP, addressing skin damage from blue light, meeting the needs of tech-aware customers. This innovative approach is our commitment to modern skincare. amág Beauty balances quality and affordability, ensuring a broad customer base can access effective skincare. Also, our customer-focused strategy prioritizes client satisfaction, enhancing the overall brand experience. The careful balance between quality, price, and innovation sets amág Beauty apart, making it successful in the market.

Could you tell us more about the BLIP technology?
Our standout feature is the BLIP Technology, designed to counter the harmful effects of blue light emitted by electronic devices. Blue light is a significant cause of hyperpigmentation and premature aging, accelerating skin aging processes due to oxidative stress and inflammation. amág Beauty’s BLIP Technology acts as a protective shield, reducing blue light penetration into the skin. This innovative approach helps delay the appearance of fine lines and wrinkles by mitigating oxidative stress and inflammation caused by blue light exposure. By addressing this concern, amág Beauty not only offers effective makeup infused with skincare but also caters to the lifestyle of modern consumers who are increasingly conscious of technology’s impact on their skin health.

What are your marketing strategies to make amág nationally popular?
We are committed to employing effective marketing techniques. Our approach includes leveraging social media platforms such as Instagram and Facebook and creating compelling content. Collaborations with influencers and beauty experts further bolster confidence in our products. Customized internet marketing campaigns expand our customer base, emphasizing competitive pricing. Educational content educates consumers about how amág’s BLIP Technology addresses contemporary skincare challenges related to technology use. Attracting potential customers with discounts, our user-friendly website, and customer service enhance the online shopping experience. Exclusive limited-time offers help drive sales. Through these strategies, amág Beauty aims to resonate with consumers nationwide, positioning itself as the preferred choice for affordable makeup.

What are the three milestones that you look back on with pride?
We’re really proud of three big achievements. First, our eyebrow pomade was nominated for the Elle Beauty Awards in 2022, being among the top 4 in India. This happened within just one year of our launch, showing how much people liked our product. Second, we became successful really quickly after starting our brand. This means lots of people liked what we were offering. Lastly, our customers are happy with our products, and that makes us proud too. Their support encourages us to keep making great beauty products that people love.

What challenges did you face? How did you tackle them?
Just like any other brand, we too encountered several challenges that demanded creative solutions. Firstly, building trust among consumers as a new brand was achieved through transparent communication and delivering exceptional service. Secondly, launching the brand during the constraints of COVID-19, with limited resources and manpower, necessitated optimizing online platforms and forging partnerships to maximize reach within budget constraints. Thirdly, educating consumers about BLIP Technology involved creating easily understandable content and offering reliable customer support to address inquiries. Additionally, marketing and visibility hurdles were overcome by targeted digital campaigns, engaging content, and collaborations with influencers. Lastly, managing sales effectively involved implementing robust customer relationship management, offering enticing promotions, and adapting products based on sales data and customer feedback.

What are your future plans?
Our future plans call for strategic growth and assuring client satisfaction. We want to increase the variety of products we offer by bringing fresh choices that are suited to different customer needs. To increase the size of our consumer base, we prioritize researching new areas and demographics. Innovation continues to be a priority. We are dedicated to improving customer experiences on our e-commerce platforms and expanding our online presence. Additionally, our plans will be guided by data-driven decision-making, which will help us better understand consumer behavior and market trends. These projects help to create our overall vision for a sustainable and customer-focused future.

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