The Indian woman has seen a tremendous change in her life in the last 50 years. From being relegated to perform household chores, she’s finally an equal in the society. Consequently, women today want to present the best version of themselves and there is tremendous self (and societal) inflicted pressure to look beautiful. We wanted this platform to enable women to look and feel beautiful – in any manner that they deem fit. We thereby crafted the brand role as “making beauty attainable for the everyday girl”, in a broader sense, democratizing beauty. People today have many choices for getting information. In an eco-system that’s ‘Always On’ people are seeking information on their own terms. They’re no longer willing to consume one way advertising messages and would rather consume engaging, entertaining and relevant content. So to keep up with people brands can no longer stay advertisers but rather have to turn publishers of content that is entertaining and makes a real difference to the life of the user. With this strategic acumen and knowledge of the rapidly changing communication landscape, we decided to shelve the traditional brand communication approach and adopted ‘The Newsroom Approach’ serving fresh content on a daily basis.

The website’s completely driven by content, generated from the interests of our users. The key highlights are the homepage which offers a snapshot of various elements that make up BeBEAUTIFUL, the navigation bar instantly segregating search queries into relevant articles & videos, giving an option to personalize results, Blogger’s Street, Beautypedia and Beauty Box. Facebook and Twitter were used to drive traffic to the website and further propound the brand’s role as a platform making it possible for everyday women to realize their own perceptions of beauty by holding regular interactions between readers, leading beauty and fashion experts and bloggers.

Our biggest parameter for success was making BeBEAUTIFUL a self-sustained model, providing an organic readership to the brand. Ever since we re-launched the platform in May 2014, we have seen a tremendous increase in organic readership. From May-April 2015, the platform has had approximately 5 million+ total visitors, out of which 47% have been repeat visitors. A staggering 63% (3.1 million) of all visitors are organic and out of the total visits, 28% come from social media platforms (1.6 million visitors). 68% of all traffic comes from mobile and on average, each reader per visit ends up reading 6 to 10 articles on our site. The importance of these results comes into prominence when we compare these numbers to those of last year’s. For the same time period last year (May-September 2013), the platform had a total of 1.1 million visitors, out of which only 28% were repeat visitors. 78% of all visitors had come to the site due to one or many paid media campaigns and mobile contributed towards only 9% of all traffic. All these indicate that we were successful in ensuring that BeBEAUTIFUL enjoys an organic and dedicated readership – the hallmark of any successful content platform.