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Cosmetics brand Swiss beauty has announced a collaboration with actress Akshara Singh for her latest song as the beauty partner.

The associate partnership is a well-thought-out move as the song is about makeup. Additionally, the actress and former Bigg Boss contestant resonates with people aged 18-25, along with some early-year millennials, who are the brand’s primary target audience.

The song got close to one million views on YouTube within eight days of its premiere. Additionally, the song went viral on Instagram.

Its popularity led people to create reels that further increased the traction. For the reels, several influencers will use Swiss Beauty’s curated and trend-driven products and create Instagram reels. With the ‘Makeup’ song as the background, they will be using the hashtag #MakeupMeansSwissBeauty. This move aligns with Swiss Beauty’s objective to build the resonance of the brand with makeup.

Mohit Goyal, Co-Founder, Swiss Beauty, said, “In the last 12 years, Swiss Beauty has been committed to bringing premium and good quality products to the table, and we have got a tremendous response. Now that we are one of India’s favourite makeup brands, we found a lot of synergy with the latest association. Our idea to collaborate with Akshara’s latest video was based on the audiences we share. Even though she is a Bhojpuri singer and actress but she has a huge fan base among the Hindi-speaking audience too which has doubled post her Big Boss appearance. Additionally, our marketing campaign with Instagram influencers will further enable us to showcase another round of our products’ sparkling performances.”