GrowthFit Interview series
Season 3 Episode 1

Understanding the Challenges of D2C Marketers in Beauty Care Products

Vaishali Gupta
Growth Head, GHC

GHC’s Mars & Saturn are India’s top D2C healthcare brands, connecting millions of patients to free online expert consultation & affordable wellness products. GHC was able to break down barriers and create a safe space for discussions. Vaishali explains that educating the target audience about the benefits of sexual wellness products and addressing their concerns through informative content played a significant role in destigmatizing the category.

Building Trust: Transparency and Authenticity

Trust is a crucial element for D2C marketers, especially in the beauty care industry where consumers are concerned about product authenticity and quality. Vaishali highlights the importance of transparency in building trust with customers. GHC prioritizes providing detailed product information, including ingredients, manufacturing processes, and certifications. They also actively encourage customer reviews and testimonials, leveraging the power of social proof to instill confidence in potential buyers. Vaishali emphasizes that maintaining authenticity is essential to retain customer loyalty and foster long-term relationships.

Navigating Supply Chain Challenges and Inventory Management

As the conversation progresses, the discussion shifts towards the challenges D2C companies face in managing their supply chain and inventory. Vaishali acknowledges that maintaining a seamless supply chain is critical for timely delivery and customer satisfaction. She mentions that leveraging technology, such as inventory management systems and data analytics, has been instrumental in streamlining their supply chain operations.

Customer Acquisition Cost and Lifetime Value

Customer acquisition cost (CAC) and customer lifetime value (CLV) are key metrics for evaluating the effectiveness of marketing efforts and overall business profitability. Vaishali shares insights into how GHC manages these metrics. She explains that while CAC is a significant consideration, particularly for startups like GHC, they also prioritize maximizing CLV. By focusing on delivering exceptional customer experiences, providing valuable post-purchase support, and offering loyalty programs, GHC aims to retain customers and maximize their lifetime value. Vaishali emphasizes the importance of striking a balance between acquiring new customers and nurturing existing ones for sustainable business growth.

The Role of Data Analytics and AI in D2C Marketing

Data analytics and artificial intelligence (AI) have revolutionized the marketing landscape, enabling D2C companies to make data-driven decisions and personalize customer experiences. Vaishali shares how GHC leverages data analytics to gain insights into customer behavior, optimize marketing campaigns, and identify growth opportunities. They use AI-powered tools to segment their customer base, personalize product recommendations, and automate email marketing. Vaishali emphasizes that data analytics and AI are invaluable assets for D2C marketers, enabling them to make informed decisions and stay ahead in a competitive market.


In conclusion, our conversation with Vaishali Gupta, the growth head at GHC, shed light on the challenges faced by D2C marketers in the beauty care industry. We explored various aspects, from driving traffic and customer understanding to overcoming taboos and managing the supply chain. Through Vaishali’s insights, we gained a deeper understanding of the strategies employed by GHC to succeed in the D2C space. As the industry continues to evolve, D2C marketers must adapt to changing consumer behaviors and preferences while leveraging technology and data to create personalized experiences and build lasting customer relationships.