Self-Reliance In Makeovers

Medhavi Nain is a customer-driven marketer and innovator with 12 years of experience in the luxury and lifestyle industry. She has assisted organisations in creating integrated, multichannel marketing and customer experience strategies to elevate brand awareness, increase engagement and deliver conversion and sales uplift while improving customer satisfaction. 

At present, she heads marketing for a global cult favourite makeup brand Anastasia Beverly Hills (ABH) in India. During her stint of 1.5 years at House of Beauty, she has led the brand’s global footprint in creating stellar imagery and making ABH one of the top beauty brands in the country. 

Growing Brand Presence

This was made possible with multiple platform expansions and this strategy will continue for the brand. “ABH is running as one of the top three beauty brands in terms of its earned media value globally through PR and influencer community by WWD 2022 ranking. The same is following suit in India with the brand’s multiple collaborations across regions, gender and colour to bring alive ABH’s core value of inclusivity,” adds Nain.

ABH India hosts monthly masterclasses conducted by the makeup experts community to gain recruits by imparting beauty education to its customers. “We cultivate a relationship with our customer community focused on product education, artistry, and responsiveness in delivering the ‘ultimate polished look’ for which the brand is known,” Nain explains.

Way Forward

As a beauty brand, artistry is at the core and thus ABH goes the extra mile to provide a full face, free makeover to the walk-ins who wish to learn creative tips and signature techniques from brand experts. This has led to an increase of loyalists in its two years of operations and the same is being reflected by the response people have shown to brand collaborations on social media.

Nain adds, “We are making our customers self-reliant when it comes to makeovers and thus our classes range from all topics to cover the day to night and all occasion makeup tutorials. We take pride in being the trendsetters by creating an aspirational value amongst the audiences and at the same time always strive to be a trustworthy source of content.”