WishCare collaborated with IPLIX Media to roll out a winter-ready influencer campaign around its winter grooming essentials, including lip balm range and Air Powder Dry Shampoo. The Campaign showcased how in winter, hair-wash routines naturally reduce, making dry shampoo a go-to solution. The idea shaped the core of the campaign. Instead of leaning on product-heavy communication, the content strategy focused on showing real moments where WishCare’s Air Powder Dry Shampoo fits seamlessly into everyday winter life. Highlighted quick, gentle, on-the-go usage, from getting fresh, voluminous hair without braving water to refreshing post-workout looks. By building the narrative around relatable winter habits rather than traditional product-first ads, the team crafted creator-led stories that felt authentic, practical, and genuinely useful to viewers.
As personal care needs shift in colder months, WishCare aimed to highlight the practical, feel-good side of their winter range. The products weren’t just seasonal buys, they were solutions to dry lips and dull hair in a way that resonated emotionally with consumers.
The Strategy
IPLIX Media assembled a diverse mix of beauty, lifestyle, and micro-influencers to share their authentic winter routines. Creators demonstrated how the products have become an essential part of their daily rituals. The campaign leveraged the ongoing Nykaa winter sale, with creators naturally showcasing WishCare’s winter essentials as smart picks to grab during the sale period. Instead of traditional promotion, influencers shared how they were stocking up on the lip balms and Air Powder Dry Shampoo during the Nykaa offers.
Leveraged a mix of creators from regional to lifestyle and a variety of formats, including reels, shorts, and carousel posts, choosing mass-appeal creators to drive wider reach
Execution
Influencers shared their daily routines, sharing their favorite winter hacks, applying lip balm instead of lipstick and using it for chapped lips, and refreshing hair on the go with dry shampoo. “No more greasy hair post workout,” before and after use of shampoo and routine videos made the content personal and practical. The campaign also emphasized storytelling in the regional language.
Creators shared quick hacks, such as “no more greasy hair after a workout,” before-and-after demonstrations, and simple routine videos made the communication relatable and practical. The campaign also focused on language-first storytelling, allowing creators to speak naturally in their preferred language to maintain authenticity and connect better with their audiences.
The campaign delivered strong traction as audiences connected with real, relatable winter habits instead of promotional messaging. The integration with the Nykaa sale encouraged natural product consideration, leading to higher interest and conversions. Overall, WishCare’s winter essentials gained clearer visibility as practical everyday solutions for dry lips, less-frequent hair wash days, and quick grooming during colder months.
