MediaBrief caught up with Pushkar Jain, CEO and Perfumer of Sawai Fragrances, to debate their just lately launched B2C model, Eze, and its collaboration with Meat Less Meet More, Mercy for Animals, and Akina for an animal charity fundraiser.
Pushkar revealed the inspiration for the collaboration and underscored how Eze’s merchandise goal to redefine a cruelty-free way of life and combine moral values into day by day lives. He additionally highlighted Eze Perfume’s distinctive initiative to donate Rs 10,000 to animal welfare for every social media publish supporting the trigger. Read on
How has the journey been for Eze, transitioning from a B2B model to a B2C model since its launch in March of this yr?
As the model expands, we need to study extra each single day and that’s simply what we now have been doing, taking it daily. That gush of data day by day is so inspiring and is what has really helped us develop.
Coming from the B2B to B2C retail facet of the class, we now have skilled a totally completely different trade altogether.
We’ve at all times been within the background, and now coming within the entrance foot, understanding how the shopper expertise features, how the shopper experiences your model, makes use of your merchandise and connects to your model in many various methods has inspired us to develop additional.
What impressed the collaboration between Eze, Meat Less Meet More, Mercy for Animals and Akina?
The motivation could be very private, it’s the values we now have been introduced up with, loving animals and being towards any kind of animal-cruelty.
We have by no means used animal merchandise, even in our B2B facet of the business, and we by no means intend to make use of it sooner or later. We needed these core values to mirror in Eze as nicely. So other than getting the vegan certification for our model, for all our merchandise, we felt this was the proper house to advertise that issue of the model, and spotlight Eze’s core model worth.
Additionally, the perfumes have been curated in a method that there was no cruelty hooked up to it, no animals have been harmed for making even the uncooked supplies used, that has been ensured for each ingredient used within the fragrance.
We additionally needed to focus on that the ‘vegan’ label doesn’t equate to larger value, which is a notion many individuals carry. It may be inexpensive and nonetheless provide the premiumness and the posh issue of a superb fragrance whereas being cruelty-free.
Can you elaborate on the initiative Eze Perfume has undertaken to donate to Animal Welfare for every social media publish supporting the trigger
This collaboration is a star and influencers pushed occasion, for this reason their presence is so vital. Everyone who will attend this occasion will publish about it and for each publish that they publish, Eze goes to donate 10,000 rupees to Mercy for Animals.
This collaboration with Mercy for Animals will proceed for a month and 1% of our revenue will go to the organization for the entire month of November.
How has the model building journey been for Eze? What is Eze doing to narrate to a particular viewers and build model loyalty in them?
The core marketing campaign for Eze has been ‘Express your Eze’, which is a totally Gen Z oriented mindset. So far have been loyal to catering to the Gen Z mindset and this marketing campaign.
However, at the moment we’re within the phasing stage, of getting placed at as many doorways as we will. In the phasing bit, Eze continues to be serious about broader placement. We are getting placed in several regional retailers, regional shops and different channel gross sales. We’re additionally current at chain shops like Perfume Point in Delhi and can quickly be added in lots of different chain shops.
We are additionally on on-line marketplaces like Amazon, Flipkart and Myntra. The placement section continues to be ongoing and shortly the section of extra advertising and amping up the model and the visibility of the model might be labored upon subsequent yr.
The model has additionally been accepted very nicely in international markets like America.
Define Eze in a single line?
‘Made in India Perfume’. We need the ‘Made in India’ tag that has by no means been related to perfumeries to get related to perfumes via Eze.
