Maybelline

OUTLINING CULTURAL TRUTHSOUTLINING CULTURAL TRUTHSOUTLINING CULTURAL TRUTHS FOR PRODUCT LAUNCHFOR PRODUCT LAUNCHFOR PRODUCT LAUNCH OUTLINING CULTURAL TRUTHS FOR PRODUCT LAUNCH Compiled By:

Decoding the consumer sentiment Learning from Peers Strategic Recommendations Reflecting on the category POINTS OFPOINTS OFPOINTS OF DISCUSSIONDISCUSSIONDISCUSSION POINTS OF DISCUSSION

The Rise of Cushion Foundation in India... Cushion foundation didn’t enter as a better foundation. It entered as a better experience — one that felt new, intuitive and visually distinct from anything in the base category. WHAT DROVE THE BOOM... “Tap-tap” application that felt effortless and satisfying Discovery led by K-beauty influence and creator virality Compact, on-the-go format that looked and behaved differently Cushion rose fast, driven by culture, content and hype GLASS GLASS SKIN SKIN DEWY DEWY LOOk LOOk K-BEAUTY K-BEAUTY SOFT SOFT GLOW GLOW Butter Butter Skin Skin

Adoption was driven by Curiosity, not Conviction Early adoption was fuelled by the desire to try something new. The format itself became the hook, drawing consumers in through novelty rather than a deeply evaluated need. Cushion quickly moved from niche to mainstream conversation. But as more consumers entered the category, the nature of engagement began to shift.

Awareness has expanded, but depth of understanding varies across consumers Conversations are moving beyond novelty to real world evaluation Early excitement is turning into informed consideration Today....

Consumers are approaching the category with a sharper lens to evaluate the format for its relevance, fit and payoff value DIVING INTO THE CONSUMER SENTIMENTS How will this How will this Work Work Why do i Why do i Use it Use it Is it worth Is it worth Switching Switching Tap or blend Tap or blend

CONSUMER SENTIMENT BRAND IMPERATIVE CONSUMER SENTIMENT & SNAPSHOT 1.Shade matching has become a low-confidence exercise with consumers being frustrated on what works on their indian skin tones. They are navigating shade selection through creator comparisons, swatch decoding, comment threads and trial-and-error because category cues feel unreliable. 2.Oxidation has turned shade fit from a selection problem into a wearability problem. Across brands, oxidation has made trust fragile, turning shade credibility into a bigger concern than shade breadth alone Make choosing and wearing shade feel more dependable -Borrow trust from the Superstay ecosystem and anchor it within “Superstay way to make it work”as consumers have already learned workarounds with superstay foundation around oxidation, layering and pairing -Build confidence through oxidation-transparent education, pairing guidance (primer, concealer, prep), undertone decoding help

The Indian consumer has already built her on shorthand for “easy skin” through BB creams, skin tints, powders and hybrids. Cushion doesn’t introduce convenience, it enters a space where convenience is already expected and ends up fighting for relevance within a category of products that make the same promise in different ways Define a distinctive role for cushion foundation within the routine so it earns relevance rather than duplication CONSUMER SENTIMENT & SNAPSHOT CONSUMER SENTIMENT BRAND IMPERATIVE

Consumers are placing cushion within different contexts — rushed work mornings, commute touch-ups, new motherhood, errand days, casual social plans, travel, skin recovery days — using the format less as a glam shortcut and more as a flexible tool for looking put together across life’s varying demands CONSUMER SENTIMENT From application tweaks to cushion managing hacks and tool modifications, optimisation is becoming part of cushion usage culture itself, turning the format from a static beauty product into a participative format BRAND IMPERATIVE Build format around adaptable performance, where “hacks” are treated as extensions of product value Anchoring cushion in the everyday, low-effort beauty identity* relook (best of both world aspect- liquid foundation+compact powder) CONSUMER SENTIMENT & SNAPSHOT

CONSUMER SENTIMENT BRAND IMPERATIVE They approach cushion through a pre-existing category intelligence lens. They are actively seeking evidence of how cushion behaves under lived conditions across skin types, textures, Indian weather and long hours. Hence, consumers are not entering with blind excitement but are evaluating product against a personal archive of base failures and workarounds Lead with performance-first narratives rooted in lived realities, making proof in real conditions central to how Superstay Mattemax cushion is introduced CONSUMER SENTIMENT & SNAPSHOT

FORMAT MISCONCEPTIONS CONSUMER SENTIMENT & SNAPSHOT CONSUMER SENTIMENT BRAND IMPERATIVE A layer of early cushion adopters has evolved from users into informal format guides. Having learned through experimentation, they now carry accumulated know-how around application, maintenance, tools and hacks and actively pass this on through communities, tutorials and beauty educator references Build education with enough depth and credibility to earn a place in the experienced users’ consideration set and enter the peer-to- peer knowledge networks shaping the category

ADAPTED VALUE EXTRACTION Users deepen value through hacks, routines and personalisation CONDITIONALLY RELIANCE 1. Repeat exists when the format earns dependable routine relevance. Therefore, leading to a rich caricature of the post-hype consumer that can be broadly understood as… RISK-BARRIER Fear of mismatch, oxidation, or wasted trial makes experimentation feel risky and raise the perceived cost of entry TRUST BARRIER Claims need validation before entry EFFORT-BARRIER Unclear technique makes convenience feel conditional PERFORMANCE-REINFORCEMENT The format stays in rotation when it proves itself in lived conditions. CUSHION EXPLORERS CUSHION PRACTIONERS Consumers (non-user, intenders) evaluating whether the format deserves entry into their routine Consumers already working with the format and developing behaviours around it RETENTION LEVERSCONVERSION BARRIERS

Proofseeker Proofseeker The Adapter The Adapter The everyday optimser The everyday optimser This broad caricature plays out differently across consumers, creating distinct mindsets in how they approach the format

Proof seeker Proof seeker The Adapter The Adapter The everyday optimser The everyday optimser To drive trial, we need to serve different ways consumers seek value from the format “I’ll believe it when I see it, and even then, I’ll verify.” “It’s not perfect — but I can make it work.” “I just want something that works — fast and reliably.” WHAT DEFINES HER Her vanity is built around products that have earned trust through repeat use. She approaches cushion the same way - something that needs to earn legitimacy before it earns her trial. She does not reject innovation, but filters it through evidence, comparison and real-world validation before entering. her trial. She does not reject innovation, but filters it through evidence, comparison and real-world validation before entering. WHAT SHE SEEKS Reassurance - Confidence that the format will perform as promised, in her realities What She Needs Real-condition demonstrations (heat, skin types) Comparative proof and wear tests: Credible educator-led breakdowns “What to expect” content that reduces trial risk WHAT DEFINES HER Her vanity is fluid, assembled around different needs and occasions rather than a single routine. She sees cushion as something to tweak, layer and adapt to match her needs. needs and occasions rather than a single routine. She sees cushion as something to tweak, layer and adapt to match her needs. For her, value lies not only in product performance, but in how much she can make the format work on her own WHAT SHE SEEKS Agency - Freedom and guidance to personalise the format rather than use it passively What She Needs Technique-led education and advanced application content (pressure, quantity, technique) Format optimisation, Hack-led content (tools, fixes) Community-led tutorials and creator know-how “How power users use it” content WHAT DEFINES HER Her vanity is filled with convenience-first products with cushion being a part of it. power users use it” content WHAT DEFINES HER Her vanity is filled with convenience-first products with cushion being a part of it. She engages with the format less as a beauty innovation and more as part of how she manages everyday self-presentation, evaluating it across the roles it can play across life contexts and identity expressions WHAT SHE SEEKS Relevance - A meaningful place for cushion within how she wants to show up What She Needs Occasion and need-state content (work, motherhood, errands, travel) “Put together” identity narratives Clear superiority vs other routine products Need: Reasons to stay in the category and re purchase Need: Nudge to enter the category CUSHION EXPLORERS CUSHION PRACTIONERS

DIVING INTO THE PEER LANDSCAPE Because the format is still fairly young in India, players are each choosing distinct growth strategies to make it legible to consumers…

Across peers, category growth is being pursued by adopting different routes of reducing adoption friction INTEGRATION CORE: MAKE THE FORMAT EASY ENOUGH TO ADOPT GROWTH STRATEGY: REDUCE ADOPTION FRICTION THROUGH PROOF & BEHAVIOUR CUES Campaign-specific lens to the foramt where cushion is less of a a routine staple and more a beauty object with novelty, buzz and vanity appeal Fcousis on expand consideration by making the format feel socially and culturally relevant Making an unfamiliar format feel credible and intuitive enough to belong to a lifestyle. Make product enter consideration and repeat usage by reducing cognitive effort, codifying usage behaviours, providing evidence and embedding the format into everyday routine ACTIVATION ELEVATION Stretching the meaning of the format beyond utility. evidence and embedding the format into everyday routine ACTIVATION ELEVATION Stretching the meaning of the format beyond utility. Enrich the format through new value layers like shade authority, community problem-solving, expertise cues to deepen conviction and raise the category’s cultural and emotional value by elevating cushion into something consumers invest belief in CORE: MAKE THE FORMAT MEANINGFUL ENOUGH TO INVEST IN GROWTH STRATEGY: INCREASE CATEGORY CONVICTION CORE: MAKE THE FORMAT DESIRABLE GROWTH STRATEGY: DRIVE CATEGORY CURIOSITY AND FIRST-TIME TRIAL

OVERALL LAUNCH APPROACH Drive low-friction adoption and de-risk format by making cushion feel intuitive and a natural extension of existing routines and aesthetics PRODUCT FRAMING Move cushion beyond being perceived as a gimmicky or hype-driven format, rooting it firmly within “my skin, but better” philosophy. Reinforces new product identity through codified usage cues like “tap– dab–blend,” to reduce the cognitive effort around format CUSHION AS A DAILY ESSENTIAL CONTEXT FRAMING Placed within everyday routines and soft glam moments to stretch the functional imagination of the product and making it feel like a natural, low-effort step in existing beauty habits a “one-stop” solution to deliver a complete base with fewer steps PRODUCT EDUCATION CORE: BENEFIT-LED Uses education through content and creator collaborations to legitimise why this cushion deserves consideration. CORE: BENEFIT-LED Uses education through content and creator collaborations to legitimise why this cushion deserves consideration. The product is framed through what it carries like SPF 40 PA++, hyaluronic acid, squalane where education becomes a vehicle to embed the format within the brand’s broader #MakeupThatKares philosophy MARKETPLACE COMMUNICATION SOCIAL MEDIA COMMUNICATION CONTENT FOCUS: NORMALISATION & HABIT BUILDING FOCUS: ENABLE PURCHASE CONFIDENCE Breaks down key uncertainties like shade guidance, product performance and usage behaviour to reduce cognitive load *Only player to introduce usage behaviour CREATOR COLLABORATIONS Demonstrate routine integration, ease of use and reinforce usage behaviour to help reduce intimidation and drive familiarity CELEBRITIES EVERYDAY BLISSMAKERS BEAUTY WIZARDS ROLE OF EDUCATION: Reduce hesitation by making the product feel credible and intuitively desirable

CONTENT MOODBOARD Absorbs cushion into existing base expectations placing it as a “better expression” of base EXPECTATION SETTING Pairs format with existing staples in "routine carousels” to cue the cushion in a larger, comprehensive routine while encouraging cross- usage of brand offerings ELEVATED CONTEXTS TO BUILD ON PRODUCT SERIOUSNESS Kay builds on cushion being an “every- occasion-pick” to also highlight moments that carry intimate essence NATURAL EXTENSION OF EXISTING ROUTINES SOLO WEDDING OCCASION FULL GLAM LOOKS Hero communication around high-coverage, demonstrated through category proof formats and creators that carry more authentic category footprint (acne-first advocates, skincare lovers) ADDING PERFORMANCE CREDENTIAL Founder’s personal beauty philosophy guides content communication

CONSUMER RESPONSE Calling out promotional approach of the influencer collaborations Concerns around the product usp of coverage, wearability and shade range Promotional credibility came under strain Consumers weren’t rejecting influencer use per se, but pushing back when creator enthusiasm felt disconnected from lived product experience. Claims were stress-tested and contested against real use consumers guaging brand claims around coverage, oxidation, wearability and shade precision against actual performance, signals the category is operating under a higher proof threshold “Dupe” discourse diluted originality cues positioned the product in relation to TIRTIR rather than as a distinct proposition in its own right. While dupe discourse can create relevance, it also subtly frames the product as derivative rather than category-shaping Kay Beauty as a dupe

OVERALL LAUNCH APPROACH Localised cushion for India to convert user skepticism into belief through lived validation while also structuring usage cue of “tap-tap-tap” to position it as a dependable version of cushion for Indian routines FOCUS: ENABLE PURCHASE CONFIDENCE communication to build confidence in how the product will behave over time on skin by addressing deeply rooted anxieties in base makeup of oxidation and shade shift over time PRODUCT FRAMING Anchored in contextual proof to frame cushion as a practical, performance-driven solution tailored for Indian conditions with a focus on on-the-go usability CUSHION AS UPGRADE CONTEXT FRAMING Situates the cushion within high-friction, time sensitive moments to show the product performance while addressing user anxieties involving base cracking, melting and oxidisation Demonstrate the dual payoff of “quickly ready” and “long- lasting” b user anxieties involving base cracking, melting and oxidisation Demonstrate the dual payoff of “quickly ready” and “long- lasting” by showing rapid application in everyday moments while delivering instant readiness and sustained wear MARKETPLACE COMMUNICATION SOCIAL MEDIA COMMUNICATION CONTENT FOCUS: PERFORMANCE EVERYDAY BLISSMAKERS BEAUTY WIZARDS AMICABLE ORACLES ENTERTAINERS PRODUCT EDUCATION CORE: COMPARATIVE PERFORMANCE Focus is on demonstrating payoff like coverage, finish, wear, behaviour in Indian weather, so consumers can evaluate how the product performs relative to known base products. Technique education exists, but largely at a light behavioural shorthand (“tap-tap-tap”) rather than deeper usage coaching ROLE OF EDUCATION: Build trust through visible evidence and performance validation CREATOR COLLABORATIONS

CONTENT MOODBOARD Anchors cushion within performance credibility under Indian conditions, using its existing “Infallible” equity to make the format feel reliable and reposition it within a performance-first narrative Narrative around “Korean trend but not made for Indian shades” allows L’Oréal to localise the global K-beauty momentum while positioning itself as a more appropriate and adapted alternative. Behavioural cue to normalise format in everyday use Globally, L’Oréal also invests in usage education with application techniques and usage behaviours, signalling that the brand recognises cushion as a format that still requires understanding and standardisation. However, in the Indian context, this educational layer takes a backseat to practical performance storytelling

CONSUMER RESPONSE Promotional credibility came under strain Consumers showed resistance to overly demonstrative influencer storytelling against moments where performance theatre appeared to outpace credibility Shade limitations emerged as the primary friction Unlike broad dissatisfaction with the product, shade discourse appears as a pointed but contained tension Performance claims found stronger validation Claims around wearability, natural finish and resilience in Indian weather were not only echoed by the brand, but often reinforced by users themselves Consumers have gotten wary of the promotional aspect of product-influencer Limited shade range is a concern across makeup staples Appreciate the product performance in the Indian context of weather and USP of “natural” base

OVERALL LAUNCH APPROACH While TirTir entered India with trend momentum, it scaled the category through shade inclusivity and allowed for real-world negotiation through creators, making the product feel workable even when not exact. This builds entry by making cushion feel accessible and a credible format that can stand alongside liquid foundations PRODUCT FRAMING Framed within familiar “natural finish” codes and positioned cushion as a corrective, on-the-go tool to demonstrate its ability to restore while also building equity on it being a flexible format that can be adjusted through blending, layering and technique for the Indian skin CUSHION AS AN HYPE-DRIVEN UPGRADE CONTEXT FRAMING Globally, places cushion within demonstration-heavy, real-use contexts like shade trials, reapplication moments and visible skin concerns. places cushion within demonstration-heavy, real-use contexts like shade trials, reapplication moments and visible skin concerns. In India, this extends to contexts of imperfect match and adaptation Leverage creators as problem-solvers and value translators, acknowledging mismatch and demonstrating hacks. This taps into the community-driven nature of beauty consumption, where users learn through adaptation MARKETPLACE COMMUNICATION SOCIAL MEDIA COMMUNICATION CONTENT FOCUS: DISCOVERY & COMMUNITY TRANSLATION FOCUS: ENABLE SHADE CONFIDENCE Drive intent by layering on aspirational payoff of hype-driven “glass skin” while addressing high-friction decision barrier of shade mismatch by making their 40-shade display as the hero to signal authority and seriousness in complexion accuracy EVERYDAY BLISSMAKERS BEAUTY WIZARDS AMICABLE ORACLES *CONTENT FOCUS ON A GLOBAL NARRATIVE PRODUCT EDUCATION CORE complexion accuracy EVERYDAY BLISSMAKERS BEAUTY WIZARDS AMICABLE ORACLES *CONTENT FOCUS ON A GLOBAL NARRATIVE PRODUCT EDUCATION CORE: TECHNIQUE-LED EDUCATION Beyond product claims, the emphasis moves into application methods, colour correction, skin-type adaptations and hack culture, extended through creator ecosystems.Here education is not just about making cushion understandable, but about making it workable for diverse Indian users. ROLE OF EDUCATION: Deepen conviction by helping consumers personalise and optimise the format CREATOR COLLABORATIONS

CONTENT MOODBOARD Open discussion on mismatches, undertone issues and oxidation to introduce a level of transparency that aligns strongly with consumer sentiment, acknowledging imperfection while still showcasing value RESPONSIVE MARKETING Hack-led, community- native content like mixing shades, managing oxidation through colour correction turns the format launch into a participatory culture, making the brand feel co-owned by its audience while introducing a layer of experimentation that makes the format more fun and open HACK-LED CONTENT FOR COMMUNITY VALIDATION TIRTIR positions cushion not just as an entry-level base, but as an ongoing maintenance product through moments of usage while simultaneously showcasing the brand long-wear claim Contextualising the cushion within existing routines, real skin concerns, and personalised application methods, TIRTIR shifts communication from demonstrating the product to centring the user and how different people make it work for themselves EXPANDING PRODUCT CONTEXT ADDING MEANING TO PRODUCT

CONSUMER RESPONSE co-building product understanding through know-how culture Consumers lead with a torubleshooting approach, sharing tips and trucks around application methods, layering fixes, sponge upkeep, shade adjustments and routine pairings, lending it a more learnable and flexible association Hype is driving trial Consumers enter the brand through K- beauty excitement, Korean credibility and viral momentum. At the same time, it has raised the bar for validation. Tirtir is benefiting from aspirational pull, but is equally being stress-tested by consumers asking whether the reality lives up Consumers appear willing to ‘work with’ the product Criticism around product often comes with adaptation behaviour, suggesting the product has moved beyond novelty object into something consumers see as worth optimising Growing community culture of fixing & educating around product usage and upkeep Hype-driven consumer

Therefore, learnings from our peers The category is beginning to move from claims-led communication to participative enablement Where earlier communication was enough to drive trial, emerging consumer behaviour around hacks, troubleshooting, peer-led optimisation is pushing brands like Tirtir to support the “working out” of the format to make it usable for their consumers. However, much product communication in the Indian landscape remains transactional and claim-heavy Trust is being built through different centres of gravity Peers are building trust through different centres of gravity to address mutlidimensional concerns of the consumers where they are each over-indexing on different territories like hype, proof, habit or conviction with limited ownership across the others Product education is emerging as a core growth mechanism Education is being used as strategic device for moving co across the others Product education is emerging as a core growth mechanism Education is being used as strategic device for moving consumers from trial to confidence as consumers are actively looking for help decoding fit, technique, performance. Peers are using educative content to spotlight benefit credentials and enabling mastery through technique-led guidance Peers are trying to give cushion a defined usage territory beyond base-makeup function Peers are beginning to answer not just “why use cushion,” but “where does cushion fit in my life” by framing it as an everyday essential, an upgrade or a portable touch-up format, mediated through creator collaborations that often remain promotional in tone. As a result, consumers often see these cues as endorsement scaffolding rather than authentic relevance-building

Most players today are still behaving like they are marketing a product launch where they are trying to make cushion desirable, credible or understandable in isolated ways. They help trial the format, but they don’t systematically help the category get adopted. OUR WHITE SPACE: We move from product marketing to adoption architecture where we don’t treat growth as a communications problem alone, but as a behaviour- shaping problem

HOW WE DO IT: Build format relevance Cushion is often evaluated against doubts around shade fit, climate performance and whether it translates beyond Korean-origin beauty conditions CURRENT REALITY Move cushion from a format consumers question into one that feels designed for Indian lived realities RECOMMENDED SHIFT Deepen format practice Usage learning is fragmented across hacks, creators and peer communities, with consumers often left to “work the format out” themselves CURRENT REALITY Move from isolated product education to a richer system that helps consumers use, adapt and optimise the format RECOMMENDED SHIFT Drive Routine Reliance Cushion often sits in experimentation or occasion-led use, still earning its place in routine CURRENT REALITY Build stronger reasons for cushion to become part of everyday beauty behaviour RECOMMENDED SHIFT

What content looks like across the pillars Build format relevance Deepen format practice Drive Routine Reliance Reduce conversion barriers and build confidence in the format Enable audiecne to optimise on the format Make cushion culturally and behaviorally repeatable A. Make claims believable through proof structures B. Make the format legible C. Reduce first-use anxiety Lived Validation through: — Real-life performance test content (Sweat test, oxidation test, commute/day- in-the-life proof —Skin-type and weather-based wear proof — Community proof-led creator reviews -“Where cushion fits” explainers -Format comparison content -Occasion-led use cases -Beginner myth-busting —First-use walkthroughs -“Your first week with cushion” -Common mistakes content -Simple starter routines A. Legitimise adaptation B. Build depth-led education ecosystems C. with cushion” -Common mistakes content -Simple starter routines A. Legitimise adaptation B. Build depth-led education ecosystems C. Seed participative knowledge loops -Cushion hacks and modifications -Tool pairings -“Use it differently for different outcomes” -Layering systems -Advanced how-to series spotlighting pressure, quantity, finish outcomes across skin-types and conditions -Expert-led education IPs -Creator pedagogy formats around maintainence etc -“Technique clinic” formats -User hack spotlights -Community co-created routines -Creator + user troubleshooting formats -“Fix this with us” participative formats A. Define everyday roles for cushion -Everyday identity narratives (commute face, office polish, travel base, new-mother beauty shorthand) -Routine diaries -“Where cushion lives in my life” storytelling B. face, office polish, travel base, new-mother beauty shorthand) -Routine diaries -“Where cushion lives in my life” storytelling B. Build performance memory -AM–PM reliability proof -Seasonal performance stories -Long-term user testimonials -Repeat-user rituals *Treat education as mastery *Shift education from mastery to routine enforcement *Treat education as de-risking