The CMO’s MO: Wow Skin Science’s Vanda Ferrao prioritises sustainability, creativity, and gen AI inclusivity

The CMO’s MO (modus operandi) highlights some of India’s eminent chief marketing officers as they share their marketing mantra, trends for the future, and what keeps them up at night. In a free-wheeling chat, the who’s who of the country’s leading marketers, keeping the tone conversational, and crisp and throw in questions that allow leaders to shine a light on their personalities, plans, and passions projects for the year ahead. 

This week, we have Vanda Ferro, the chief marketing officer of Wow Skin Science, who has over two decades of experience in marketing, driving growth and revenue, digital marketing, sales, brand management customer marketing and sales innovation. She has left her mark across FMCG, consumer healthcare, personal care, and retail industries with companies like Britannia, Third Wave Coffee Roasters, FreshToHome and Liscious.

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What are the three biggest marketing challenges for your brand right now?

In a crowded marketplace, standing out is crucial and differentiation is key. The challenge lies in ensuring our products stand out, which is achievable primarily through continuous innovation.

However, even with innovative products, the competition remains intense, making it crucial to strategically position our brand to maintain a unique identity. Considering how consumer preferences are constantly evolving, influenced by trends, economic conditions, and societal changes to stay ahead, we must deeply understand our audience and tailor our messaging accordingly, to meet their evolving expectations.

Furthermore, tracking investments and measuring the effectiveness of our marketing efforts are vital for making informed decisions. This approach allows us to optimise our strategies and allocate resources more effectively, ensuring that our efforts yield the desired impact.

What are the three biggest opportunities for your brand?

Identifying key growth areas is crucial for any brand that aims to stay ahead in a competitive market. For Wow Skin Science, there are three standout opportunities present themselves as pivotal to the brand's continued success and expansion.

The first is the expansion of our product portfolio with Colour Cupid; a new range of colour cosmetics, specifically designed for gen Z and millennials represents a significant growth opportunity. This expansion taps into a burgeoning market, catering to the increasing demand of young consumers for self-expression through vibrant and innovative cosmetics.

Secondly, we want to capitalise on our established omnichannel distribution, which includes a robust presence in both online and offline retail spaces, positions us to maximise reach and accessibility. The success of our digital-first strategy, combined with the expansion of physical retail touchpoints, allows us to effectively meet growing consumer demand and enhance brand visibility across multiple platforms.

Lastly, we want to harness technology and research for enhanced customer experience. We are committed to integrating cutting-edge technologies like AR, VR, and AI into the shopping experience, setting us apart in the beauty industry.

By offering immersive and interactive experiences, we vividly showcase our product benefits and engage consumers in innovative ways. This technological edge, combined with our dedication to constant customer feedback and research, drives our product development, including the introduction of our 'Activated Naturals' USP, where we seamlessly blend nature and science.  

How are you using generative artificial intelligence (gen AI) to democratise creativity?

Our C-suite strategy for generative AI centres on democratising creativity and transforming innovation. We use the technology to empower teams with tools that accelerate ideation and execution, allowing everyone to contribute regardless of technical skills.

By automating routine tasks and providing data-driven insights, AI enables our creative minds to focus on high-value work like storytelling and brand building. We are committed to using AI as a tool for inclusivity and collaboration, not a replacement for human creativity, upskilling teams to work with AI while preserving the brand's voice. This boosts productivity and fosters a culture of innovation.

Give us one example to illustrate that your brand is walking the talk on sustainability.

Our dedication to sustainability has been consistently demonstrated through several impactful initiatives. One such example is our launch of the Vitamin C Face Wash in paper tube packaging, which marked a significant step in reducing plastic usage. By using FSC-certified paper, we were able to cut down plastic at the source by 45%, setting a new standard for eco-friendly packaging in the skincare industry.

Additionally, our #WOWGreenHands initiative showcased our commitment to the environment, where we planted one crore seeds and shipped seed pouches with every order, encouraging our customers to join us in our green mission. These initiatives reflect our ongoing efforts to integrate sustainability into every aspect of our business and showcase our commitment to contributing to an environment-friendly planet.

What separates your brand culture from others?

Wow Skin Science has been proactive in bridging the gender gap and fostering an inclusive environment. The company emphasises equitable opportunities, transparent communication, and support for professional growth for all employees.

Our organisation has always been focused on skill-based and value-based decisions based on data and insights instead of gender. This commitment not only promotes diversity but also drives innovation and employee satisfaction, setting us apart from other brands.

What is the best piece of professional advice you ever got?

“Focus on building a brand that resonates with people’s hearts, not just their heads.” I believe it is important to create an emotional connection with our customers, resonating with their choices and preferences.

This is the only way to build a loyal customer base, to understand that our customers are human beings with choices and values. This has been a game-changer for our business and has allowed us to make a meaningful impact.

What adjectives best describe you as a CMO?

I am collaborative, insight-driven, and team-oriented. I prioritise building strong, cohesive teams where each member’s input is valued, and collective creativity drives success.

By focusing on thorough research and staying attuned to emerging trends, I ensure our marketing initiatives are both, relevant and impactful. My approach centres around creating a supportive environment that encourages collaboration and continuous learning, enabling us to adapt quickly and effectively to market dynamics.

What’s your favourite brand campaign?

Choosing a favourite brand campaign is challenging given the numerous impactful ones I’ve been involved in, but our recent campaign for ‘Wow Activated Naturals’ Vitamin C and Niacinamide stands out. It cleverly satirised the typical beauty industry narrative of solving problems by merely looking good, while showcasing our commitment to genuine skincare benefits.

We went beyond traditional advertising by collaborating with a diverse group of influencers and hosting the Wow and WIT event, featuring celebrities like Sakshi Sindhwani, Sumukhi Suresh, and Nauheed Cyrusi. The campaign also extended to social media activations, outdoor advertising, and collaborations with TV channels, ensuring a comprehensive reach.  

Name a brand that has an amazing customer experience that you really admire.

That would have to be the Tata Group. Their approach to understanding and meeting customer needs across various sectors, from automobiles to consumer goods, is truly admirable.

The company’s commitment to integrating advanced technologies, such as their recent announcement of planning over 100 generative AI projects, showcases their dedication to enhancing customer experience through innovation and efficiency. Their approach not only addresses current needs but also anticipates future demands, creating a seamless and satisfying experience for customers.