The campaign for Kay Beauty states ‘It’s Kay to be you’. How much does it resonate with you as a person?
Well, it’s come from me. It’s everything to do with Kay Beauty. Whether it’s the product, the formulation, the packaging, the photoshoot, the ad-shoot, the ethos, the messaging - all of that is an extension of what we are creating with the brand. Nykaa, my partner and I have created it from scratch. This is what I want to say about beauty. It’s a celebration of the diversity of Indian beauty. It’s what I feel about make-up, that it’s got to be high-performance, long-lasting, highly pigmented and at the same time, it’s got to care and nourish for your skin. When you feel the product on your skin, you have to feel good about it. The communication of ‘It’s Kay to be you’ came from a conversation between Zoya Akhtar and me. She helped me write the entire campaign, based on the conversation she had with me about what I wanted to do with the brand. She just stepped in and helped me voice the campaign and give it direction.
Beauty products and you seems like an organic fit. How organic a process was this for you?
Bu hikaye TMM dergisinin March 2020 sayısından alınmıştır.
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Bu hikaye TMM dergisinin March 2020 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
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