Ustraa is a newly introduced skin care line that's re-defining the masculine aesthetic among young men in India.
The line, which carries male-specific grooming products was recently developed by India's leading youth life style brand 'Happily Unmarried,' which takes a lighthearted and quirky approach to a man's beauty regiment. Utilizing a subscription box model, Ustraa, offers men's shaving creams, body and face washes, oils, conditioners and balms, which encourage young men to look and feel good.
To appeal to a younger demographic, Ustraa, retails its products in rustic containers which are reminiscent of vintage medicine bottles. In addition, the brand takes a more humorous marketing approach, boasting slogans such as "All men are born equal, then some grow a mustache," or, "For best results, use often. For better results, smile when you see her."
Key Themes Behind This Trend
- Humorous Men’s Grooming
- Opportunity to disrupt male grooming industry by targeting a younger demographic with a lighthearted approach to product design and marketing.
- Subscription Box Model
- Opportunity to disrupt the traditional retail model by offering personalized and convenient monthly subscriptions that cater specifically to men's grooming needs.
- Retro-styled Packaging
- Opportunity to disrupt packaging design by utilizing vintage-inspired designs that stand out on shelves and evoke nostalgia in customers.
Where This Applies
- Beauty and Personal Care
- Opportunity to disrupt the male segment of the beauty and personal care industry by offering products tailored and marketed specifically to men.
- E-commerce
- Opportunity to disrupt traditional retail channels by utilizing a subscription box delivery model and focusing on online sales for a convenient and customizable customer experience.
- Marketing and Advertising
- Opportunity for marketing agencies to work with male grooming brands to develop humorous and relatable marketing campaigns that resonate with a younger audience.
