Vanity Wagon, India’s largest clean beauty marketplace hosted its first-ever community meet-up at Cafe Bar Celeste, Gurugram on May 7th, aiming to connect with its conscious beauty consumers from Delhi. In this multi-touchpoint world, customer journeys have become more complicated and informational as well as chaotic with misleading data. The brand did this larger-than-life activity as a way to mindful interaction with its consumers about the Clean Beauty movement and drive momentum for the toxic-free beauty regime. To maintain a lasting connection with the real ambassadors of healthy beauty, Naina Ruhail, Founder, Vanity Wagon actively engaged the audience. Expressing her thoughts at the event, Naina Ruhail, Founder, Vanity Wagon said “Consumers are more concerned with ethical and holistic beauty concepts; they are not impulsive buyers anymore. Today, a consumer carefully analyses the products and chooses those that are nature-friendly and make greener contributions. We want consumers to question toxic ingredients, as well as products that cause skin problems, or, in the worst case, are carcinogenic or endocrine disruptors. This event was a mindful junction for connecting and getting to know our customers, their experiences, and their journey into conscious beauty.”
The Clean Beauty movement and community are growing on a big scale. As consumers continue to search for connections with brands, brands must invest in their communities in multiple ways by listening, understanding their concerns, noticing their feedback, and integrating it into their actions. “Consumers add value to the life cycle of a brand, and they want to be recognized for it. Social interaction is a means of empowering consumers and showing that brands are dedicated to bonding and growing the tribe of loyal customers.” said Naina Ruhail.
Vanity Wagon believes in bringing and building the community together for a common goal of Clean Beauty. Making a change in consumer choices by freeing them from conventional and toxic-laden beauty is what the Clean Beauty movement is all about. Now, consumers want skincare products with honest and minimalist ingredient lists.
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