Carat bags media mandate for Sugar Cosmetics


Carat, a part of Dentsu Aegis Network has won the media rights for SUGAR Cosmetics. The account was obtained after a very competitive pitch process.

Carat will look after the media handles, planning, and development of the strategy for the cosmetic brand.

SUGAR Cosmetics is a cruelty-free beauty line with a lot of styles and a lot of power. The brand is inspired by and aimed at strong, independent women who refuse to be boxed into stereotypes. The brand’s bestselling products in the Lips, Eyes, Face, and Nail categories are manufactured in state-of-the-art facilities in Germany, Italy, India, the United States, and Korea, and are sent all over the world.

SUGAR cosmetics co-founder and CEO Vineeta Singh talks about how the firm defied its expectations and returned. Without a question, November was one of the finest months of our life. In an interview with Business Insider, Singh said, “We sold 24 crore worth of stuff to the end consumer, which is by far our largest number, and 50 percent of it came from retail, which was a significant surprise.”

Carat, the world’s first media agency, was formed in 1968 and is now a member of the Dentsu Aegis Network, a global communications network that is redefining how brands are built. Carat’s goal is to reshape the media landscape. Carat’s command of media convergence helps clients achieve greater business results. Carat, which routinely scores top in RECMA’s Global Qualitative Evaluation rating, has a network of over 9,000 brilliant professionals serving customers in 150 countries. The agency focuses on Business planning for growth, understanding people and culture, consumer experience mapping, partnerships, and innovations, designing and optimizing media-led experiences, investment and activation at scale, performance marketing, and commerce, marketing effectiveness.

Commenting on the mandate, Anita Kotwani, officer-in-chief, Carat India said, “We are pleased to win the media business for SUGAR Cosmetics. 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 group, we are ecstatic to have the opportunity to work with a brand that is beloved by today’s women.”

For the brand’s whole portfolio, the agency will be in charge of media strategy, planning, and procurement.

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