Mumbai: Globally, Collagen supplements have established themselves as an integral part of managing the ageing process amongst consumers & are a popular choice in their skin health regimens. There is a fast-growing acceptance in the Indian market both among male and female users.
With this insight, HK Vitals, India’s leading D2C Vitamin & Mineral Supplements (VMS) brand by HealthKart has simplified the narrative about choosing the right collagen by shining the light on the difference between real collagen and collagen builders. HK Vitals is a leading D2C Vitamin & Mineral Supplementation (VMS) Brand in India. It has leadership positions across key categories like Multivitamins, Fish Oil, Biotin, and Collagen, spanning across the spectrum of wellness & beauty supplements. The brand has gained the immense trust & goodwill of over 4 million consumers since its inception. HK Vitals comes from the trusted house of HealthKart, a brand that has been a pioneer of health & wellness in India & is known for its authenticity & trust.
The brand has launched its second campaign in the category - “Real You. Happy You”. Featuring Yami Gautam Dhar, the campaign highlights the need to opt for real collagen to achieve healthier skin and long-lasting results.
With this film, the brand initiates a conversation to distinguish between real collagen and collagen builders.
Indiantelevision.com in conversation with Neha Gupta, Head of Brands, HK Vitals
On the launch of the new commercial and much more.
Edited excerpts:
On the insight and strategy to launch HK Vitals
People are increasingly becoming more conscious about their mental and physical health in today’s times. The industry has witnessed shifting codes from curative towards preventive & pro-active health solutions. The need to address health concerns and provide high-quality health offerings to consumers led to the genesis of HK Vitals, which was launched by HealthKart, a brand that has been a pioneer of health and wellness in India and is known for authenticity and trust amongst its consumers.
HK Vitals aims at providing effective, authentic and value-for-money health supplements to its consumers.
On maintaining its leadership in this market today
HK Vitals has managed to gain a leadership position in the D2C Vitamin and Mineral Supplementation (VMS) market in India. The brand has successfully catered to the diverse health needs of over 4M+ customers and has been critically acclaimed for its high-quality health products. Today, the brand has more than 70 products that cater to various age groups, gender, and health needs of consumers. It has leadership in the online space across key categories like Multivitamins, Fish Oil, Biotin and Collagen, spanning across oral wellness and beauty categories.
On the USP
The pandemic has played a crucial role in encouraging people to prioritize their health needs and consciously adopt a healthier lifestyle. While people aim to invest more time, energy, and resources to improve their physical and mental health, limited awareness about choosing the right products remains a concern.
HK Vitals stands out from its peers due to the trust in the HealthKart brand and the efficacy of its products as evidenced by high ratings given by consumers across different platforms. These products are crafted thoughtfully with the best skin ingredients to give effective results.
Additionally, these products come from the best R&D facilities and GMP manufacturing systems that ensure high quality and transparency at every step of the process.
On Collagen category
Collagen makes up nearly 70 per cent of our skin and is the most abundant protein in the human body. It is responsible for holding the skin together. With age, collagen levels in the body begin to decline, causing the appearance of fine lines and wrinkles.
There is increasing awareness about collagen among consumers and its importance in skin care. There have been a lot of players which have entered the market to fulfil this need. However, the market is currently dominated by collagen builders, which are products with ingredients that boost collagen production in the body instead of directly replenishing lost collagen levels.
HK Vitals Skin Radiance Collagen has been formulated with clinically researched collagen peptides that have proven results on skin health. It is further enhanced with skin-nourishing ingredients like Vitamin C, E, Hyaluronic Acid and Biotin. The product helps in replenishing the lost collagen levels in the body and in turn, helps in fighting signs of ageing.
On the investments in R&D
We’ve invested in identifying an efficacious source of clinically researched collagen peptides that have proven benefits on skin health. The formulation has been thoughtfully crafted alongside skin-nourishing ingredients & is efficacious for both men and women.
On HK Vitals Skin Radiance Collagen
Globally, Collagen supplements have established themselves as an integral part of managing the ageing process amongst consumers & are a popular choice in their skin health regimens.
In India, Skin ageing solutions have seen increasing trials. However, there is a virtual deluge of information, advice, products, and services in the category.
Recognizing the same, HK Vitals wanted to create a product that was thoughtfully formulated with effective ingredients for longer-lasting results. This led to the launch of Skin radiance Collagen.
On the awareness quotient of the customers
Consumers today recognize the need to prioritize skin health and adopt a consistent skincare routine. However, there is a virtual deluge of information, advice, products, and services in the category and a lack of awareness about the right products which can enhance their skin health.
On the marketing strategies
The brand, as a category leader, believes it is necessary to educate consumers about the value of selecting the right collagen in the journey of healthy ageing.
HK Vitals has deployed a comprehensive marketing approach pivoted on educating consumers about the uses of collagen through various channels, including collaboration with dermatologists and different content creators.
Apart from expanding its online reach, the brand is also working on expanding its offline footprint. The brand has deployed in-store education materials, as well as free single-use samples to encourage trials in the category.
On the brands products catering to both genders
Yes, men and women are equally conscious of their skincare routine. Unhealthy diets, greater exposure to UV rays and hectic routines significantly impact skin texture and affect men and women equally which has caused both genders to recognize the need to adopt skincare actively.
At HK Vitals, we have developed products which are formulated and suitable for both men and women, be it oral or topical skin care products. In fact, for HK Vitals the brand has 50 per cent men and 50 per cent women consumers.
