Sugar Pop teams up with Kriti Sanon for new campaign

Sugar Cosmetics’ affordable makeup brand Sugar Pop has teamed up with Bollywood celebrity Kriti Sanon to launch a new campaign which marks Sugar Pop’s television debut and launches its ‘Ultrastay Transferproof Lipstick’ for the festive season.

“I’m thrilled to be part of the Sugar Pop family as we launch the #ColourSahiTransferNahi campaign that encourages young women to be unstoppable and explore their individuality with makeup that is affordable and long-lasting such as the Sugar Pop Ultrastay Transferproof Lipstick – a highly-pigmented transfer-proof formula that stays,” said Kriti Sanon in a press release. “It’s the perfect blend of quality, and value, making it a must-have in any makeup collection for the festive season. Sugar Pop’s mission to make high-quality pocket-friendly makeup accessible to young women resonates deeply with me and I am excited to be part of this inclusive journey for women from every part of the country.” 
 
Sugar Pop launched in 2020 and has reported Rs 100 in sales over the past three years. The brand’s new television commercial is designed to bolster brand awareness and will play in seven languages across India.
 
“We are thrilled to associate with Kriti Sanon for Sugar Pop’s first ever TV campaign #ColourSahiTransferSahi,” said Sugar Cosmetics’ CEO and co-founder Vineeta Singh. “Having seen Sugar Cosmetics scale rapidly in the premium high-performance makeup segment, about four years ago, we identified a clear whitespace in branded good-quality affordable Colour cosmetic products in India – and that’s how Sugar Pop, a trusted pocket-friendly brand was first conceptualised. Today, this small idea’s sales have defied all expectations to double every year over the last three years, driven by great-value products, strong consumer demand, and deep distribution across Tier 2 and 3 cities. For something of the magnitude of the SUGAR POP Ultrastay Transferproof Lipstick, I know that partnering with Kriti will drive strong adoption across a broader audience while driving our national footprint even deeper, online as well as offline.”
 
SugarPop retails over 200 SKUs in categories including skin, nails, lips, eyes, and face. The brand’s products are available in over 50,000 retail outlets in Tier 2 and 3 cities as well as online.
 
“Kriti Sanon’s natural charm, authenticity, and confidence just made her an irreplaceable fit for the #ColourSahiTransferNahi campaign and we hope you have as much fun trying out the product and watching the ad as much as we had creating both,” said Sugar Cosmetics’ co-founder and COO Kaushik Mukherjee.