Purposeful Storytelling Is Key: Antara Kundu, The Body Shop

The brand is also investing heavily in social media as it allows space for storytelling, its primary goal

Approving that the pandemic did accelerate changes that were waiting to happen anyway, Antara Kundu, DGM – Marketing, The Body Shop, Asia South, watches consumers touting the beauty segment as a discretionary spend today. "The pandemic was an eyeopener for all consumer-facing businesses & beauty was no exception," she says.

She also suggests how in the coming times, beauty brands will have to focus on offering real value to consumers.

Kundu also sheds light on how there is a gradual shift to the natural space, the brand's storytelling approach and how consumers now show interest beyond the contents of the bottle. "We have made a commitment to be 100% vegan by 2023 & get certified by the Vegan Society of UK," she emphasises.

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