September 30, 2024 – Nat Habit, a digital-first brand specializing in 100% natural skin and hair care, has unveiled its inaugural brand campaign titled “Breathe Life into Your Beauty.” This initiative emphasizes the company’s commitment to holistic beauty solutions rooted in “Fresh Ayurveda,” tailored for contemporary lifestyles. The campaign aims to boost brand awareness and support Nat Habit’s growth trajectory toward achieving a revenue target of INR 300 crore.
In recent years, the Indian beauty sector has witnessed a surge in natural and Ayurvedic brands, both online and offline. While consumers generally recognize the benefits of natural products, there is growing skepticism regarding the authenticity and effectiveness of many offerings in the market. Since its establishment in 2019, Nat Habit has distinguished itself with its dedication to “Fresh Ayurveda,” serving 2.5 million unique customers. The brand’s well-researched, 100% natural products are crafted according to Ayurvedic principles and prepared fresh daily in their Ayurvedic Kitchen, boasting an impressive 52% customer repeat rate.
The “Breathe Life into Your Beauty” campaign focuses on how Ayurveda functions at a cellular level, revitalizing beauty from within. The campaign highlights the meticulous selection of ingredients and innovative processes that enhance the nutritional potency of Nat Habit’s products, resulting in healthier skin and vibrant hair.
Unlike typical narratives surrounding Ayurveda, the campaign emphasizes “how Ayurveda works” rather than “what Ayurveda is,” steering clear of exaggerated claims of instant results. Instead, it promotes the cultivation of consistent hair and skin care habits to enhance natural beauty.
Swagatika Das, co-founder of Nat Habit, stated, “Ayurveda activates deep cellular processes when harnessed fresh and pure, enhanced through careful nutritional methods. We wanted our first brand campaign to reflect a modern interpretation of Ayurveda. ‘Breathe Life into Your Beauty’ aligns with our ongoing commitment to ‘Fresh Ayurveda’ and is a significant step toward reaching our INR 300 crore goal. We hope to attract a new audience seeking genuine and effective hair and skin care solutions.”
Ankita Srivastava, CMO of Nat Habit, added, “The modern Indian woman is well-informed and discerning, wary of greenwashing. Our goal is to position Nat Habit as a trusted brand by demonstrating how fresh Ayurveda works through a contemporary, relatable narrative. We prioritize authenticity over overclaims, offering a sensorially pleasing range of products that cleanse, nourish, and elevate beauty.”
The campaign was conceptualized by Contract Advertising India under the direction of National Creative Director Rahul Ghosh. Ayan Chakraborty, Managing Partner at Contract, remarked, “Recognizing that fresh Ayurveda operates at a cellular level led us seamlessly to the concept of cells coming alive, enhancing beauty. Our stylized visuals blend modern sensibility with the core message of potent Ayurveda, creating a unique narrative in the natural and Ayurvedic storytelling space.”
