Sugar Cosmetics awards media mandate to Carat India

By

Isabelle Crossley

Published
Sep 22, 2021

Makeup brand Sugar Cosmetics has awarded its media mandate to media agency Carat India which will now handle Sugar Cosmetics’ media strategy. The business has also announced Taapsee Pannu as its new brand ambassador.

“We are pleased to win the media business for Sugar Cosmetics,” said Carat India’s CEO Anita Kotwani, TVW News India reported. “Carat is committed to creating meaningful end-to-end media solutions through data-driven marketing, and to further accelerate the brand’s growth journey. As a team, we are excited to get this opportunity to work with a brand that is loved by the women of today.”

As part of the partnership, Carat India will be responsible for Sugar Cosmetics’ media strategy, planning, and procurement. Carat India secured the appointment following a competitive pitch process.

“Carat came highly recommended to us,” said Sugar Cosmetics’ CEO and co-founder Vineeta Singh. “Their strategic thinking, experience, and efficiencies stood out. Partnering with them on our media strategy is reassuring, given their data-driven approach in meeting our brand goals. The beauty industry is ever-changing and we at Sugar Cosmetics always like to stay ahead of the curve... I hope our new association with Carat will help us in this journey of keeping up with consumer trends and stay relevant in the industry.”

Bollywood celebrity Taapsee Pannu also announced on Tuesday her tie-up with the beauty brand. In her new role as brand ambassador for Sugar Cosmetics, Pannu stars in a short film campaign, she announced on Facebook, with further details to be announced soon.