Beauprty: Teething In The Teen Wellness Market
Are we all not a bit green-eyed looking at the many privileges that the teens or the GenZ are presented with today? From a plethora of technology devices at their palm, it wouldn't be wrong to say that they don’t know a time without the internet. They are self-reliant digital natives; they socialise, learn and have fun living in a fluid digital world—one in which the boundaries between their online and offline lives blur to the point they are nearly indistinguishable
With these key insights in mind, a gallon of brands are spoiling this generation for choice, be it fashion, technology, food and others. Given this generation's exposure and willingness to try different products, the teens today are seen more mindful and guarded when it comes to their skincare needs. This has emerged as quite a disruptive trend for the brands that cater to them.
One such brand is Beauprty which is a teen-only lifestyle brand that intends to address the pain points through their products. Their efforts are also towards creating a plastic-free and sustainable environment, with their packaging that is completely recyclable.
We speak with Anjan Choudhary, Co Founder, Beauprty on inspiring consumer conscious teenagers to pursue lives of greater value.
Excerpts:
Q. How does Beauprty address the current-day problems of the teens?
-Only Teen focused lifestyle brand across multiple categories
-Co-create – we are listening to teens and addressing their pain points through the addition of products as per their requirement
-Solving Teen specific issues with products designed for teens
-Sustainable – We are almost plastic-free and all of our packaging is Aluminum, Glass, Paper and very minimal use of plastic for caps, spray pumps etc. We may take time to reach the Zero in “Zero Waste” but that’s no reason to take Zero action
-Socially Conscious – We as parents of teens and as a teen brand recognise an important opportunity to inspire consumer conscious teenagers to pursue lives of greater value.
Q. What is Beauprty’s Mission?
Beauprty wants to celebrate the uniqueness of the teen-age and enable them to —Be Yourself. Love Yourself.
We want our teens to live life as though nobody is watching.
Our Vision is - Today, Tomorrow - It means to take actions today for a world of tomorrow. Help tomorrow’s generation today and enable them to be their best brave selves.
Build Intelligent Products today to create more powerful, meaningful, and performant experiences for tomorrow.
Think about the earth today towards a sustainable earth future tomorrow.
Q. What is the Total Addressable Market?
India has the largest teenager population in the world approx. 300 million, and every fifth person is between 10 to 19 years.
The Total Addressable Market for Teens in India is $30 Billion. It can be arrived at after analyzing these 3 areas closely -
-Direct Spending: What Gen Z members spend on themselves
-Spending on Gen Z: What families spend on their GenZ members
-Indirect Spending Influence: How much of overall family spending GenZ influences
The lifestyle products retail market size in India is $150 Billion. Out of which 20% can be attributed directly or indirectly to teens (based on the above 3 areas). GenZ is on track to become the largest generation of consumers in the US in just a few short years. They already represent up to $143 billion in buying power.
Q. What is your go-to market strategy?
The No. 1 rule of marketing to teens? Don't market to teens - do it organically by meeting teens on their turf
-mobile-first and social-first when interacting with teens
-Get past the 8-second filter
-Avoid blatant advertising and tap influencer marketing
-Understand their language and off-beat humor and share through custom content
-Offer the shopping experiences they expect
-Normal Performance Marketing
-Create Community
Q. Who is your competition and what makes you stand out?
We have many competitive brands in each of the categories but a brand solely focused on Teens that is creating an ecosystem of products and services, we have not found even one.
Q. What does your revenue model look like? How would you define your business trajectory?
We have received pre-release orders worth 3 lacs from almost 200 customers across metro/tier 1 and 2 cities. This was possible without any marketing spend and only through word of mouth as our focus group and sample feedback loop during our product development has resulted in a:
-Driven parents group that has learnt that the products their children are currently using are dangerous and ineffective
-Teens group that are feeling empowered and believe that finally there is a brand that is listening to them and creating awesome products while taking care of the planet as well
Revenue Model – Retail D2C (Beauprty Website + Marketplace), Subscriptions and refills
Q. How much has the company invested so far? What are you looking to go ahead with further?
$100 K has been Self-Funded.
We will be raising funds in the coming months and have received encouraging interest from a variety of investors (family office, Angel Investors and VC’s).
Q. What are your plans for the next 12-18 months?
We are launching in February 2022 with 18 SKU in Skincare segment. Following are our focus areas in the next 12-18 months –
-We have 50+ products in the Personal care category in (Hair Care, Oral Care, Body Care and Hygiene) that are at different stages of development which will be launched during the course of this year.
-We have also started working on additional categories such as Cosmetics, Accessories, Fashion, Health, based on the continuous loop of feedback from teens. All our products will be co-created after understanding their main pain points.
-We intend to start a subscription model of supplying different category bundles and refills to our members on a monthly basis as we hit critical mass with a number of products across categories.
-We are also a teen exclusive community Mobile App with lots of fun, events, interactions with some international tie-ups, especially around Digital Wellness (online bullying, Body shaming) and Teen Mental Health. In this process, we will reach out to schools and colleges to run some programs
-There is some interest from international markets from our network (UAE, Singapore) where similar discussions with teen parents have identified some gaps in the market. We have already started the groundwork on taking our brand international
-We are exploring partnering with like-minded retail companies in Modern Trade
