Who we are

We also wanted to understand the behaviour of consumers who were still early in their journey, to avoid biases of long-standing traditions or habits.

1.

The Societal Make-up

Societal norms and guidelines play a considerable role in the adoption of beauty products in these markets. Smaller cities, spared from the bustle of city life, have a far more closely woven social fabric – one in which each individual yarn is both noticed and important. Neighbourhoods are a collective, with a strong sense of community and social identity.  

In social constructs such as these, we’ve found that the sense of belonging is integral for each individual.

For instance, the overarching narrative that “Make-up is only for grown-ups” discourages young women from truly incorporating it into their lives before the age of 18. While they might experiment in the privacy of their home, and even consume a great deal of beauty content, the MiMi is conscious of the impact her choices have upon the overall social standing and acceptance of herself and her family.  

Makeup is not exactly viewed as taboo within this society. But the MiMi, just entering adulthood and embracing her own identity vis-a-vis the category, must navigate her debut mindfully. It isn’t uncommon to be chided by one’s elders about the frivolity of makeup. At the same time, it’s an unwritten rule that young women cannot ignore the glamour of makeup either.

She must, therefore, walk the fine line between being properly groomed and “overdoing” it. While avoiding makeup altogether skews towards not being presentable, investing excessively (be it money or time) in makeup is interpreted as vanity and a lack of interest in more serious matters.

3.

Beauty begins at home

A MiMi's first tryst with beauty is most often at her mother's dressing table. The sense of excitement and adventure of – sneakily – trying on a lip gloss or kajal creates the foundation of her relationship with the category. The influence of these early experiences is perhaps why most MiMis are inspired by their mothers, aunts and older siblings. These early memories also shape their brand perceptions - a Lakme is attainable and trustworthy, while a L’Oreal is aspirational and for special occasions.

It isn’t out of the ordinary for young girls in these markets to lean on their mothers for reliable advice when foraying into the world of colour cosmetics and skincare. On the contrary, the MiMi considers it a matter of pride that her mother was a mentor along her journey.

Recognising a brand as one that their mothers/sisters/aunts trust also plays a part in the MiMi’s shopping list. Rather than reinventing the wheel, they are likely to gravitate towards brands that they recognise/ are familiar with and presume would suit their skin type and tone as well.

The maternal influence doesn’t stop just at MiMi’s choice of brands. From a very young age, a MiMi is made aware of how her grooming and styling behaviours impact the way society perceives her. She looks to her mother who has navigated these realities herself, to offer a reliable map and balance of advice & observation whilst treading this tricky territory.

Her mother’s beauty advice and practices are just one part of the map. She also learns by observing the many women around her – from the little pot of kajal that has its own spot on her mother’s dresser, to the light pink lipstick that has practically become the neighbour aunty’s defining characteristic. The women around her all have a signature “look,” and each of them contributes to how the MiMi internalises the norms of make-up.

3.

A journey of cautious exploration

The MiMi’s overarching approach to beauty is minimal and uncomplicated. But she is still fascinated by the category, and also cautiously excited to try new products and experiment – within her social boundaries, of course.

There is a certain amount of scepticism and caution that tints these experimental buys. The MiMi values value; she isn’t about to spend a large amount on a product she isn’t completely comfortable with. Whether it’s the risk of skin sensitivity or a less-than-pleasant reaction from her social circles, she is wary of the flipsides to experimenting with new brands or products.

Minis, testers & travel-size SKUs are a big hit with this audience when it comes to trying a new skin ingredient or product. They allow the MiMi the flexibility to try out a new product without committing to a particularly large quantity of it or shelling out full price. In this way, she can sample a new shade or formula to see if it suits her needs, thereby intelligently fine-tuning her own signature look.

The MiMi also tends to stick to brands that she has previously used or seen her trusted circle of women use. She is unlikely to experiment with a new brand, especially in the absence of a go-ahead from someone whose opinion she values. If her routine currently includes a Lakme moisturiser, she will look to the same brand when she wants to add a serum to her skincare. The way she sees it, sticking to multiple products from the same brand means that they’re more likely to pair well together and minimise the risk of any adverse reactions.

Beyond what the MiMi shops for, her cautious mindset also trickles down to how she shops. Despite belonging to a generation of digital natives, she views the multiplicity of online beauty platforms with some apprehension.

While the e-commerce platforms do offer a wider variety, great discounts and undeniable convenience, they lack the reassurance that an offline purchase experience offers. Tales of inauthentic or contaminated products, horror stories of missing prepaid orders, and the stress of discovering that the shade you ordered doesn’t match the picture – only to be rendered unreturnable the moment you tried that swatch – are all looming factors that cause the MiMi to keep the e-commerce experience at arm’s length.

The brick-and-mortar experience offers more reassurance. She can ensure that products are authentic and exactly what she’s looking for. After all, this is a category where the slightest variation in shade or texture can be a dealbreaker.

The MiMi’s beauty shopping is also guided by the strength and importance of interpersonal relationships. She is far more comfortable visiting her preferred beauty retailer, often even forging a friendship with the beauty expert or salesperson there. Building that relationship makes the process feel less transactional. That personal interaction also allows her to try on shades, and check for product authenticity & shelf-life before she makes her purchase decisions. Over time, it translates to more personalised recommendations, and may even score her some free samples or testers. These softer benefits are considerably more valuable to the MiMi than popular e-commerce perks like next-day delivery.

Shopping offline also makes the entire process more intentional, as opposed to the all-too-real risk of impulse purchases on online platforms. For the value-conscious MiMi, visiting a store to touch & feel the product rather than simply going from browse to cart in a few clicks makes the experience more mindful. Her purchases are resultingly more purposeful, and less likely to contribute to seldom-used dressing table clutter.