Over the last few years, India has shown a definitive affinity towards luxury skincare and beauty. This is a niche market – associated with pure ingredients, Ayurveda and self-love. Though niche, there has been a rapid growth in this industry recently. Today, we’re going to take a look at two brands in this industry which have become household names – Forest Essentials and Kama Ayurveda.
Talkwalker, a social media analytics company based in Luxembourg, provides information on the social buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
As mentioned, this is a pretty niche market so there isn’t a massive volume of mentions for either brand over the last thirteen months ( bear in mind however that we are unable to cover Instagram data and for beauty brands this is a major marketing channel). Forest Essentials (purple) seems to be ahead of Kama Ayurveda when it comes to mentions. The peak for Forest Essentials comes in August when they’re prominently featured on Vogue. The Peak for Kama Ayurveda comes in May, when their in-house doctor shared some home remedies and beauty tips.
Unsurprisingly, most mentions for both of these brands come from women. For Forest Essentials, this is a bit above 65% and for Kama Ayurveda, it’s at 61%. There is still a significant percentage of men speaking about these products – we must bear in mind that these two brands do have a line of products for men as well. Surprisingly, it isn’t the millennial age group that is talking mostly about Forest Essentials but Gen Z. For Kama Ayurveda, the buzz mainly comes from millennials.
Now, let’s take a look at the main hashtags associated with these two brands. Forest Essentials, in purple seems to be associated with a lot of hashtags – #Beauty and #Blog being the two most prominent ones for them. Their brand hashtag is much less prominent. For #KamaAyurveda, the most prominent hashtag is #KamaAyurveda, followed by #discount. This basically tells us that the buzz for both of these two brands is related to the content they produce or their offers.
Which parts of India does the chatter come from? Unsurprisingly, most of it is from Delhi, followed by Maharashtra and then West Bengal for both brands. There is also a small number of mentions coming from Haryana for Forest Essentials – however, this would most likely be from Gurgaon (Delhi NCR area).