Mumbai: With its entry into the D2C space, Oteria has gone live with 19 skincare products and aims to expand its product range to 40-50 over the next 2 years, catering comprehensively to diverse skincare needs based on consumers 'Circadian Rhythm' - a unique approach centered around promoting holistic skincare for all. Oteria is a gender-neutral brand that aims to build awareness about inculcating better habits for overall skin health based on your circadian rhythm. With the product's efficacy, Oteria promises realistic outcomes for its customers. Currently, Oteria products are listed on Amazon, Nykaa, Foxy, Maccaron India, Flipkart, and on Oteria's D2C platform.
Indiantelevision.com caught up with Rivpra Formulation director Vibhor Rastogi, where he shared his insights on the introduction of 'Circadian Rhythm, changing the concept of skincare in India.
Edited excerpts
On Oteria and its importance behind launching a gender-neutral premium skincare brand
Oteria is a premium gender-neutral skincare brand. It is a subsidiary brand under Rivpra Formulation. The name “Oteria'' comes from a Gaelic origin which in English means ‘Musical.’ The brand is built on a foundation that there is a rhythm in everything like the one of your own bodies and believes in Playing To Skin. With the product's efficacy, Oteria promises realistic outcomes for its customers.
The brand focuses on raising awareness and educating about better skin health habits based on the circadian rhythm for everyone—men, women, gender-fluid, and trans individuals. The brand believes skincare should be gender-neutral and accessible to all, encouraging awareness through a 24x7 skincare routine. With effective products, Oteria delivers realistic outcomes and aims to break stereotypes, fostering self-care and skin health awareness for diverse individuals.
On each product catering to different aspects of the Circadian Rhythm
As a brand, our skincare products are categorized into four rhythms – Rise for Morning, Shine for Afternoon, Chill for evening, and Yawn for night. The products categorised under each rhythm are segregated basis a prominent skin concern any consumer faces at a particular hour of the day.
● Our morning rhythm, ‘Rise’, focuses on protection. In the morning, the skin needs protection and hydration to fight off external aggressors like UV rays, Blue light from screens that we are bound to, and the environmental pollution we’re exposed to.
● During the Afternoon, our ‘Shine’ rhythm, prioritizes hydration as the skin tends to be dehydrated due to transepidermal water loss since morning. For noon care, we focus on utilizing mists and hydrating products that help replenish the moisture levels of the skin.
● The evening rhythm, ‘Chill’ focuses on Rejuvenation. As our skin is in repair mode, it is essential to help prep the skin for optimal overnight repair. Using richer moisturizers will help lock in moisture overnight and support restoration.
● Our last rhythm, ‘Yawn’ is to restore and repair our skin barrier. The skin’s cell turnover and regeneration processes are at their peak during sleep, allowing for better absorption and utilization of skincare products. Applying a product such as Oteria’s Bounce Back Skin Cream enriched with encapsulated retinol and hyaluronic acid before bed can provide essential nutrients and hydration to help the skin’s overnight recovery process.
On engaging with your customers regarding skincare education and awareness
We highlight the importance of circadian rhythm in skincare through educative content such as posts, blogs, videos, and reels because we believe that informed customers make better choices, so we focus on delivering valuable content across multiple platforms. These resources are designed to educate our audience on how their skin needs change throughout the day and how Oteria’s skincare line is designed to cater to one’s varying skin requirements. Additionally, we have partnered with dermatologists who play a pivotal role in taking this education to the next level and spearheading the conversation about the new 24x7 skincare regimen. As a brand, we prioritize awareness about product usage and through combined efforts, we aim to empower our customers with knowledge, helping them make informed decisions and achieve optimal skincare results.
On explaining a bit on your distribution strategy
Our distribution strategy is multifaceted, designed to ensure that our products are easily accessible to our customers through various channels. At present, we are heavily focused on our direct-to-consumer (D2C) business, which allows us to maintain a direct connection with our customers and provide them with a personalized shopping experience.
In addition to our D2C efforts, we have established a strong presence on several major e-commerce platforms. Our recent expansion to Nykaa marks a significant milestone in our journey of building the Oteria brand.
Furthermore, we have also launched our products on Foxy and Maccaron, both of which are gaining popularity among beauty enthusiasts for their curated selections and user-friendly interfaces. By partnering with Flipkart, Amazon, Foxy and Maccaron, we can reach a wider range of customers and provide them with the convenience of purchasing our products from their preferred online retailers.
We also look towards putting the brand on quick-commerce platforms such as Zepto, BlinkIt, etc which will focus on the products that customers might need regularly. Additionally, we are planning to partner with 1mg to enhance accessibility and convenience for our customers.
On Circadian Rhythm concept influencing the broader skincare industry in India
Circadian Rhythm envisages the importance of 24x7 skincare. The Circadian Rhythm approach underscores that our skin's needs vary throughout the day and night, and therefore, a dynamic skincare routine that adapts to these changes is essential for optimal skin health. By introducing this concept we have created a new category altogether. This holistic approach ensures that the skin receives the right kind of care and nutrients when it needs them most. And we are confident that in the coming time, consumers will understand the importance of it and will adapt to it.
On Oteria's long-term goals and aspirations in terms of market presence and consumer impact
Oteria's long-term goals and aspirations are centered on significantly expanding our market presence and making a lasting impact on consumers. Our primary objective is to widely achieve visibility on all major e-commerce platforms and gradually enter retail markets.
Furthermore, we have ambitious plans to expand internationally. By entering global markets, we aim to introduce our innovative skincare solutions to a diverse and wider audience, showcasing the effectiveness of our products and the uniqueness of the Circadian Rhythm concept in skincare. We are also aiming to enter international markets.
