At the BreakfastBrief huddle in Ahmedabad, Puujja Wdhawan, Associate General Manager, Dermatouch, said the brand is focused on skin wellness, not just beauty, and is working to educate consumers about issues such as acne, pigmentation, dark circles and other skin concerns.
Puujja’s comments were useful because they showed how skincare is becoming a problem-solution-led, education-led and increasingly gender-inclusive category. She spoke about Tier-2 and Tier-3 consumers, online consultations, doctor-backed education, YouTube-led content, the brand’s Behind the Beauty podcast, and the growing male audience in skincare. And more. In a quick Q&A format.
How do you define Dermatouch’s positioning?
Myself Puujja Wadhawan, Dermatouch Associate General Manager.
I am currently working with Dermatouch. Dermatouch was founded in 2021, and our company is Cloud Wellness Private Limited. So the name says it all. It is wellness, but with regard to skin wellness.
How is skin wellness different from old beauty marketing?
I am a proud millennial. In our time, what was it? Fair & Lovely was the most important thing.
Now, currently, Korean skincare is trending. But nobody talks about the science behind beauty.
Who is the consumer you are focused on?
Our main target audience is the consumers of Bharat.
We are targeting masses, and Tier-2 and Tier-3 markets, where we are actually educating customers about what pigmentation is, what acne is and what the difference is.
What are the pain points Dermatouch is addressing?
Everybody is dealing with some skin issue or the other — acne, pigmentation, dark circles, anything and everything.
And we feel that by using any fairness cream we can sort it out, but that is not the thing actually.
What is the education gap?
Our target audience is people who cannot afford dermatologists, because consultation charges are so high.
So we are targeting masses and educating customers about skin concerns and what they mean.
How does Dermatouch use content and expert-led education?
To educate people, we are there on YouTube.
We have a podcast called Behind the Beauty. We need to first identify these major aspects. Acne is a major aspect.
Our product range starts from Rs 149.
How do doctors and consultations fit into the brand?
We are educating through online consultations.
We have a panel of doctors who educate customers and tell them what the issue is.
What has changed in the gender profile of skincare consumers?
Nowadays, males are more into skincare.
Consumers are between the age group of 25 to 35, and mostly the consumers we are having right now are our male audience.
What is changing in male grooming?
The male community and grooming is a very important part now.
Earlier, males only had two things to do — beard and hair. Now it is changing. People are using moisturisers, but many still do not know whether their skin is oily or dry. Everything is different now, and everybody is using products differently.
What is the larger shift you see in the market?
Everybody cannot go to a doctor. They cannot pay so much for consultation charges.
So education and awareness are important.
