WOW Skin Science: strategic adaptation for responsible advertising
Publication date: 27 August 2024
Abstract
Learning outcomes
After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)’s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing.
Case overview/synopsis
This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCI’s guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonist’s role.
Complexity academic level
This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
Keywords
Acknowledgements
The authors sincerely thank R. Sai Shiva Jayanth, Assistant Professor at OP Jindal Global University, for his invaluable support and insights during the development of this case study. The authors also thank Jiren Susan Topno, Academic Associate at the Indian Institute of Management Bangalore, for her valuable support.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Kanaveedu, A., Kalapurackal, J.J., N., E., Sinha, M. and Nagpal, M. (2024), "WOW Skin Science: strategic adaptation for responsible advertising", , Vol. 14 No. 3. https://doi.org/10.1108/EEMCS-03-2024-0103
Publisher
:Emerald Publishing Limited
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