This is a beauty collab that will directly influence how a beauty brand creates beauty products. MyGlamm and POPxo have collectively launched MyGlammXO, the world’s largest beauty democracy initiative, which would act as a crowdsourcing platform where users are involved at every step of the creation process of MyGlamm beauty products. The collected data then enables the brand to better understand and find out what Indian women want from their beauty products. This will enable MyGlamm to create high efficacy, cruelty-free, clean beauty products that take into account all that their users’ wants and need.
MyGlamm and POPxo represent a community of more than 50 million women, and have produced and sold millions of beauty products including makeup, skincare, and personal care items. The strategy behind this initiative is based on the 5C model – Consumer, Content, Conversation, Co-creation, and Community.
This initiative will be powered by MyGlammXO INSIDER – a common reward program across both POPxo and MyGlamm. Users will be rewarded with redeemable points, for sharing their opinion as part of the ‘Great Glamm Survey’, on what they want from their beauty products. These points can then be redeemed for free beauty products on MyGlamm. This common reward program is further powered by POPxo’s strength in having meaningful, two-way communication with millions of women and MyGlamm’s strength in creating technologically advanced beauty products – ultimately enabling women across India to co-create the beauty products of their dreams. “We’re moving away from archaic practices and giving Indian women the power to decide what beauty should look like,” says Darpan Sanghvi, Founder and CEO, MyGlamm. “With POPxo, MyGlamm will lead the democratization of the beauty movement in India.”
“Both MyGlamm and POPxo have been built for the Indian female consumer and are equally committed to supporting women in every sphere of their lives,” says Priyanka Gill, Founder and CEO, POPxo and Co-Founder, MyGlamm. “With this initiative, we will leverage the power of content to meaningfully engage with and truly listen to our users to co-create products they want.”
Last month, MyGlamm, India’s fastest-growing direct-to-consumer beauty brand and POPxo, India’s largest community of women came together to create the largest 3C (Content + Community + Commerce) company in South Asia. The large user base, proven digital and go-to market capabilities, and data-driven insights into what millennial women want, will help MyGlamm and POPxo successfully co-create, launch and market products in the beauty and lifestyle category.
Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.
Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.
It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.
A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.
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