Introduction: Direct$-$to$-$consumer $($DTC$)$ firms like WOW Skincare and MyGlamm have revolutionised the personal care industry by leveraging digital access in India and globally. These companies have disrupted traditional business models, altering the way consumers engage with personal care products. Let's delve deeper into how these DTC firms are transforming the landscape of the personal care category.

Discussion Questions:

Digital Access and Consumer Engagement:

How have direct$-$to$-$consumer firms utilised increasing digital access to connect with consumers in India and globally?What strategies or tools have WOW skincare and MyGlamm employed to enhance consumer engagement in the personal care sector?

Disruptive Business Models:

Explain how DTC firms like WOW Skincare and MyGlamm differ from traditional personal care brands in terms of their business models.How do these firms bypass traditional distribution channels and create a direct connection with their customers? What advantages does this offer?

Customisation and Consumer Experience:

Discuss the role of customisation and personalised experiences in the success of direct$-$to$-$consumer personal care brands.How do these brands use consumer data and feedback to tailor their products and services, enhancing the overall consumer experience?

Market Expansion and Global Impact:

Explore the expansion strategies employed by DTC firms to reach new markets, both within India and internationally.How are these firms influencing the global personal care industry? What challenges and opportunities do they face on a global scale?

Challenges and Future Trends:

Identify potential challenges faced by direct$-$to$-$consumer firms in sustaining their disruptive presence in the personal care sector.What future trends do you foresee in the DTC approach within the personal care industry? How might these trends further shape consumer behaviour and industry dynamics?