Tishya Relia, Digital & Online Business Lead at Kérastase, L’Oréal India, is a seasoned digital marketer with over 10 years of experience, specializing in customer experience, performance marketing, and content creation. From managing media and direct-to-commerce for Kérastase India to building a successful YouTube presence with over 206,000 subscribers, her career reflects innovation and passion. In this insightful interview, she shares her journey in digital marketing, the evolving landscape of content creation, and the strategies helping brands thrive in today’s digital world.

 

Having worked in various sectors, how has this diverse experience influenced your approach to digital marketing? 

I will answer this question from an overall marketer’s perspective. It has really helped me gain a deeper understanding of how different audiences operate on the same channels. For instance, a 22-year-old, the target group for an energy drink, has very different content and media patterns compared to a 30-year-old consumer of a luxury hair care product on Instagram. It also provides insight into how key metrics like CPMs, CPCs, etc., vary across categories. The biggest learning for me is that the fundamentals of marketing remain crucial — you must have a strong understanding of the consumer’s decision-making journey and identify the best opportunities to influence it.

 

How do you see direct-to-consumer (DTC) channels evolving in the beauty industry, and what trends will drive this shift? 

DTC beauty brands have recently been in the news with some key investments and acquisitions. I think brands have overall understood that omni-channel is the way forward – that is why you see many online first brands trying to crack the GT/MT/Salon ecosystem now. Going forward we will see lots of tech innovations which make the consumer journey seamless. We will also see quick commerce / WhatsApp commerce continue to grow in this category – anything which helps consumers find the most optimal solution for their concerns.

 

As a creator and digital marketer, how can performance marketing seamlessly integrate with content creation to strengthen customer connections? 

Fundamentally, when consumers see an ad, they don’t immediately know whether it’s intended for awareness or transaction — it’s simply a signal we send as marketers to platforms. For me, content is the HEART of performance. You need to add value to consumers at each stage of the funnel and give them a reason to buy. The content keeps evolving; performance can include a mix of testimonials, offers, ingredients, before-and-after results, and more. Personalized content can double conversions, which is something many brands are striving to achieve at scale. Today, brands are also using channels like WhatsApp to drive meaningful conversations and loyalty. I believe that if a consumer has a strong “reason to buy,” they won’t easily switch brands, and content plays a crucial role in helping them find that reason.

 

What key trends do you see shaping digital marketing and e-commerce in the beauty industry?

1. The emergence of micro-influencers — people with 5K to 10K followers who are highly engaged. They can really surprise you with the revenue they generate, as they have a strong connection and trust with their audience.

2. Digital OOH is a fantastic opportunity. It has overall grown in 2024, and brands are becoming more conversational with this channel.

3. Beauty-tech will continue to be a focus, whether it’s try-on or diagnosis. We can expect to see some exciting solutions.

4. Video will still be key. However, I believe video will become much more organic, especially with founder-led brands.
   

 

How is programmatic advertising shaping e-commerce strategies in the beauty industry, and what innovations do you find most exciting?

Let’s revisit the core reasons for leveraging programmatic advertising. Fundamentally, it’s about achieving a unified, holistic view of our campaigns across the increasingly fragmented digital landscape, which includes YouTube, Over-The-Top (OTT) platforms, Connected TV (CTV), and various other channels. This singular perspective is invaluable.

Beyond unification, programmatic is crucial for effective frequency capping, ensuring we deliver relevant messaging without overwhelming consumers with excessive ad exposure. In essence, programmatic drives significant efficiency gains, especially when compared to the fragmented approaches of the past. Early in my career, media buying often involved procuring inventory from numerous disparate sources. We would then compile data from multiple campaigns into spreadsheets, trying to de-duplicate reach and impressions across platforms. Programmatic streamlines these processes, providing automated solutions and significantly improving media planning efficiency.

 

What inspired you to start a YouTube channel and how do you balance content creation with your professional career? 

This is my favorite question! First, I absolutely love reading, and YouTube is a great way to share my thoughts with people and get their perspectives. It’s a wonderful way to connect with a community of like-minded individuals.

Secondly, I love creating content — it comes very naturally to me. I rarely take more than 5 minutes to shoot and 10 minutes to edit YT Shorts, reels, etc. I keep it very simple.

As a marketer, actively participating in content creation offers invaluable benefits. It allows me to stay at the forefront of emerging trends and gain a deeper understanding of audience sentiment and preferences. While I dedicate a relatively small amount of time to content creation, I firmly believe it’s an invaluable investment in both my personal and professional growth. It keeps me connected to the evolving digital landscape, sharpens my creative skills, and ultimately enhances my ability to connect with and understand our target audience.