By Shrikant Dutta | The TimesOfIndiaA few weeks ago, a big ad campaign by Tiffany Cosmetics was coming to an end.
As the ad campaign ended, TiffanCosmetics posted a message on Twitter saying, “We are very proud to be part of the #WantedByTheWorst” campaign.
The campaign, which was launched in early January, was one of the biggest ad campaigns to have been launched in India by an Indian cosmetics brand.
TiffanyCosmetics, which has been known for its unique formula of high-end cosmetics, had been selling a range of high quality lipsticks for over two years.
The cosmetics brand had targeted the women in its target group of women between 18 and 35 years old.
A couple of weeks ago the campaign had been on hiatus for several months.
The brand was struggling to keep its online traffic up, especially as the number of women seeking its products increased.
This was also the first time that the brand had experienced a big loss in revenue due to the launch of the ad campaigns.
As of December 31, 2016, the brand lost Rs 6.73 crore on the back of advertising revenue of Rs 7.16 crore.
Tiffani Cosmetics had revenue of around Rs 5.73 lakh at the end of 2016, according to data provided by advertising agencies.
This was the second loss for the cosmetics brand in two years, according an industry report.
The company had to pay a dividend of Rs 2.75 crore in 2016.
The company has been struggling to stay afloat in the face of growing competition from major players like Ophion, L’Oreal and Zara, all of which had launched their own ads campaigns in the last few years.
TIFFANY Cosmetics is one of them.
As part of its new ad campaign, TIFFANEScosmetics had to fight against a large number of ads, which it managed to defeat.
It lost a whopping 5,632,919, which equates to Rs. 1,764.22 crore.
The biggest losses for the brand came from an advertisement campaign by a major cosmetics brand called Vixen, which had to run for almost three years and lost a staggering Rs. 8.5 crore.
The total revenue of TIFFANTescosmetics in 2016 was Rs 4,722.17 crore, which is almost half of what it earned during the previous year.
This is a loss of over Rs 1,838.55 crore.
“Tiffan has become a brand that is synonymous with premium cosmetics and has achieved a lot of success, but we are seeing a lot more competition,” said Akshay Kumar, CEO of ad agency G-CM, which handled TIFFANS ads campaign.
“We feel that we should be more careful in how we run our ads.”
This is what an ad campaign like this could look like.TIFFAN Cosmetics said in a statement that the ad was a result of a joint venture between its two leading cosmetics brands, as well as the company’s marketing partners, in collaboration with the Indian government.
“The partnership with the governments of India and the US was instrumental in the development of our ad campaign.
We believe that TIFFANNEScosmesics campaign is a powerful example of how the world is changing,” it said.