Priyanka Gill, The Good Glamm Group


The group helps brands under its umbrella leverage its network of influencers and digital mediums, says co-founder Gill.

Priyanka Gill’s fashion and lifestyle blog ‘Estylista’ became POPxo in 2015. That’s when she moved from London to Delhi as the startup’s audience was mostly in India.

In 2018, Gill launched Plixxo, an influencer management platform which has now onboarded 1.5 lakh influencers in India. In 2020, POPxo-Plixxo merged with MyGlamm, a beauty conglomerate co-founded by Gill, who also became its chairman.

In September 2021, the company consolidated its strategy and announced the formation of The Good Glamm Group, again co-founded by Gill.

In an interview with afaqs!, during the third edition of Digipub 2022 held recently, Gill explained how The Good Glamm Group helps brands under its umbrella to leverage its network of influencers and digital media, among others.

How important was influencer marketing and content when you launched ‘Estylista’?

The fashion and lifestyle blog was around for a very short time and eventually became POPxo – the brand we all know now. When POPxo started, influencer marketing didn’t exist. It came many years later. POPxo was a digital community and destination, where women could read the most engaging content.

At that time, brands were just starting to work with digital publishers. In 2017-18, we noticed influencer marketing becoming a big thing. That’s when Plixxo was launched. He then evolved very well.

In 2020, POPxo had 60 million monthly active users across all platforms. We were then taken over by a make-up brand, called MyGlamm. After that POPxo, Plixxo and MyGlamm collectively became The MyGlamm Group.

Back then, brands didn’t invest as much in influencer marketing as they do today. But today, content and influencer marketing are an important part of the marketing mix that brands use to reach their audience.

How do brands benefit once they go the content route or start leveraging influencer marketing?

Brands need to reach users where they spend the most time. Therefore, brands need to talk to users through mobile phones and social media platforms.

This is where POPxo comes in. We have a large social media presence and reach our users where they are. We are able to talk about brands in a context that users find interesting. And that’s content marketing.

Likewise, users love to follow influencers and listen to what they say. Brands recognize this and invest in integrating influencers. It’s a very effective way to create deep and engaging conversations with users about the product brands are selling.

Does customer acquisition cost (CAC) go down once brands take the content-to-commerce route?

If a brand is not part of The Good Glamm group, they will have to pay us to create the items and for the reach they want. It just adds to their CAC because they are paying a third-party platform to do it. But external brands can’t use content as an organic channel because they don’t have an audience.

However, The Good Glamm Group uses the power of content and its creators to significantly reduce the CAC of brands that are part of the group. Indeed, we own all three channels – the brands, digital media platforms like POPxo, ScoopWhoop, Miss Malini, Baby Chakra, and we have The Good Creator Co. app on which we follow 1.5 million creators at across India.

Tell us about the brand house concept. There are several brands within the MyGlamm group that operate its content channels. How crucial is it to diversify and add more brands?

Do you want to create a brand worth $100 million or do you want to create a bouquet of brands worth $100 million each? The answer, for us, is obviously the second. Our user acquisition and conversion funnels are unique to us. This can be leveraged across a whole bunch of brands. This fuels our ambition to be a beauty and personal care conglomerate.

We have makeup, personal care, skin care, and hair care brands that cater to different types of price points and user aspirations. We are a proud house of brands. And, I think that’s one way the great digital conglomerates of the future are being built. And the MyGlamm group is at the forefront of that.

Content to commerce, within the digital ecosystem, is easy to understand. But what role does offline play here?

The Good Glamm Group works on an omnichannel approach. We are present wherever the user is. The user not only spends most of his time on the phone, but also goes to the local market and mall. We want to be present at all user touchpoints. As soon as we know who the user is, they are integrated into our system. Then she starts receiving CRM messages.

It starts with an offline touchpoint, but we are quickly moving into the digital world and giving it an online identity as well. The idea is to recognize that users are also disconnecting and come up with smart strategies to bring them into The Good Glamm group.

Is it difficult to choose the right type of content creators to be part of your ecosystem and create content for your brands?

The Good Creator Co. is powered by a platform called Vidooly. It’s a data-tracking tech stack that tracks 1.5 million creators at every level – from nano to mega influencers and celebrities. We know the content they create, who interacts with the content and their engagement rates. We don’t see if the content is good or bad, but we analyze the data. We are able to segment them into meaningful cohorts and analyze their engagement.

It’s not about a good or bad content creator, because creators are good at creating content, which their followers respond to. The Good Creator Co. wants to be the backbone of The Good Glamm Group in a way that identifies and matches the cohort of creators with the brand. And we do it through data science and technology.

Watch the full interview here:

Digipub Week 2022 is supported by MGID (Presenting Partner) and AndBeyond.Media (Associate Partner)

MGID is a global advertising platform that helps brands reach unique local audiences at scale. It uses privacy-focused, AI-based technology to deliver high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats including native, display, and video to deliver a positive user experience. This allows advertisers to boost performance and awareness, and publishers to retain and monetize their audiences.

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