27th September 2024, Friday: In an exciting move for the Indian beauty industry, Nat Habit, a digital-first 100% natural skin and hair care brand, has launched its first-ever brand campaign, “Breathe Life Into Your Beauty.” This campaign stands as a testament to the brand’s philosophy, bringing to life the principles of “Fresh Ayurveda” for the modern consumer. With this initiative, Nat Habit aims to not only raise awareness but also accelerate its journey to the next milestone of INR 300 Cr in topline revenue.
A Fresh Perspective on Ayurveda
Over the past decade, the Indian beauty industry has experienced a surge in natural and Ayurvedic brands. However, many consumers have grown disillusioned with the authenticity and efficacy of these products. Nat Habit has successfully differentiated itself in this space since 2019, winning the trust of over 2.5 million unique customers with its promise of “Fresh Ayurveda.” Unlike other brands, Nat Habit creates 100% natural products formulated on Ayurvedic principles, freshly made every day in their Ayurvedic Kitchen, resulting in an impressive 52% repeat purchase rate.
The Concept of “Breathe Life Into Your Beauty”
The “Breathe Life Into Your Beauty” campaign builds upon Nat Habit’s core idea of freshness and vitality. It emphasizes how Ayurveda, when harnessed correctly, can activate cells at a deep level, ultimately breathing life into one’s beauty. By carefully selecting ingredients and using innovative, meticulous processes, Nat Habit ensures that each product’s nutritive potency is amplified, offering consumers radiant skin and gorgeous hair.
Instead of the typical narratives centered on Ayurvedic heritage, this campaign shifts the focus to how Ayurveda works in real life. It avoids exaggerated promises of overnight transformations and instead encourages customers to embrace holistic beauty routines that nurture their inherent beauty.
“Ayurveda triggers deep cell activation, only when harnessed fresh, pure, and run through meticulous nutrition-enhancing processes. We wanted Nat Habit’s first brand campaign to reflect a new language of Ayurveda. ‘Breathe Life Into Your Beauty’ builds on our existing promise of ‘Fresh Ayurveda.’ It is a critical milestone in our journey to the Rs.300 Cr mark and is expected to recruit a new pool of naturally inclined consumers seeking authentic and effective hair and skincare solutions,” said Swagatika Das, Co-Founder of Nat Habit.
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Reaching the Modern Woman
Commenting on the campaign, Ankita Srivastava, CMO of Nat Habit, shared, “The modern Indian woman is well-informed, self-assured, discerning, and weary of greenwashing. We aim to establish Nat Habit as a portfolio-offering worthy of consumers’ trust by showcasing how fresh Ayurveda works in a language that is modern, real, and convincing. Hence, no overclaims, just pure joy of a sensorially delightful set of products that cleanse, nourish, and indulge her – breathing life into her beauty.”
A Campaign Crafted to Break the Mold
Conceptualized by Contract Advertising India, the campaign’s narrative was developed by National Creative Director Rahul Ghosh, who said, “A fresh new perspective on Ayurveda called for a narrative that breaks the formula of naturally derived solutions. Telling a story of cells coming alive was both interesting and challenging. We managed to walk the fine line between science and traditional knowledge of Ayurveda.”
Ayan Chakraborty, Managing Partner at Contract, added, “Once we figured that fresh Ayurveda works at a cellular level, the idea of cells coming alive and breathing life into beauty was seamless. The stylized visualization brings together modern sensibility on one side and the foundational message of potent Ayurveda on the other, a depiction that we believe is completely new in the ‘natural & ayurvedic’ storytelling space.”
About Nat Habit
Founded in 2019, Nat Habit is a digital-first beauty and personal care brand offering a wide range of 100% natural skincare and haircare products, formulated on Ayurvedic principles. The brand champions the use of pure, natural ingredients processed with innovative nutrition-enhancing techniques to create products that truly breathe life into every cell. With a strong in-house R&D team and tech-enabled manufacturing setup, Nat Habit delivers fresh Ayurveda directly to consumers.
Having raised $10.2 million in Series-B funding led by Bertelsmann India Investments (BII), the brand is backed by investors such as Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust, and Sharrp Ventures.
