Honasa’s color cosmetics brand Staze Beauty has launched a new marketing campaign titled ‘Can’t Staze Calm,’ featuring three short films that showcase the brand’s products in humorous scenarios. The campaign, created by Double Barrel Communications, deliberately avoids traditional makeup advertising approaches in favor of comedic situations that highlight product performance.
The shares of Honasa Consumer Limited were trading at ₹223.24 up by ₹ 0.97 or 0.44 per cent on the NSE today at 3.09 pm.
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The campaign videos feature Staze’s Tubing Mascara, 3-in-1 Lipstick, and 2-in-1 Gloss Lock in unexpected contexts – including a fake poolside emergency, a ghost encounter, and a suspenseful stalking scene that turns into a product demonstration.
Meetu Mulchandani, Head of Brand Factory at Honasa Consumer Limited, stated that the campaign aims to emphasize the brand’s long-lasting and high-performance qualities through entertaining narratives that appeal to young consumers.
Launched last year, Staze Beauty is part of Honasa Consumer Limited’s growing portfolio, which includes Mamaearth, The Derma Co., and other personal care brands. The company distributes through more than 100,000 retail locations and covers over 18,000 pin codes across India. According to thecompany, the brand’s 3-in-1 Lipstick and All Eyes On You Mascara have become particularly successful products.
