Building Trust, Not Just Funnels: Lessons from Aman Nigam at Swiss Beauty
In this episode of GrowthFit, we sat down with Aman Nigam, Senior Product Manager at Swiss Beauty, to understand what it really takes to build a D2C brand in today’s crowded landscape. With past experience at brands like Mamaearth and Clensta, Aman brings a grounded, product-first lens to e-commerce growth.
From breaking into product management with a background in robotics to crafting seamless ad-to-landing experiences, Aman’s journey is packed with valuable takeaways for anyone building or scaling a consumer brand in India.
From Robotics to Products: A Non-Linear Career That Makes Sense in Hindsight
Aman’s career didn’t start in marketing or product. He studied robotics and did an internship at Tata Motors, but he quickly realised the kind of work and compensation in traditional industries weren’t where he saw his future. Instead, he pivoted into analytics at a startup, which eventually led him to product roles.
This move wasn’t accidental. The exposure to both engineering and analytics gave him a strong foundation in solving problems and understanding user behaviour, two things that are crucial for product-led growth.
The Power of Cohesive Experiences: Ads and Landing Pages Must Speak the Same Language
Aman shared an experience we’ve all had: you see an ad that looks promising, but when you click through, the landing page tells a completely different story. It’s jarring—and it breaks trust.
At Swiss Beauty, the team ensures alignment between ad creatives and landing pages. If the ad highlights a “Buy 1 Get 1” offer, the landing page will reinforce that message. If a product is promoted as “Rs. 100 per piece”, then that clarity continues on the PDP (product detail page). As Aman puts it, “If the story breaks between the ad and the page, even actions like ‘Add to Cart’ won’t happen.”
The takeaway? The ad click is just the start. Your job as a marketer is to keep the story consistent all the way through to checkout.
Remarketing Done Right: It’s About Timing and Trust
Remarketing isn’t just about bombarding people with ads after they visit your site. Aman breaks it down into two main pillars:
- CRM (WhatsApp and SMS): These are reserved for users deeper in the funnel—like those who’ve abandoned a cart or shown interest.
- Meta Ads: Used for both cold and warm audiences. The team ensures separate budgets for acquisition and retargeting.
He also shared a challenge with Meta’s ASC (Advantage+ Shopping Campaigns). Initially, it was over-indexing on warm audiences, but Aman emphasized the importance of feeding the cold funnel too, because without new users, your remarketing pool runs dry.
Personalization Isn’t Just an Add-On—It’s a Foundation
When asked if Swiss Beauty personalizes their landing pages, Aman explained that the focus isn’t just personalization for the sake of it. It’s about relevance.
What the user sees in the ad should be what they experience on the landing page—same product, same messaging, same tone. That’s the real personalization that moves the needle.
Influencer & UGC: It’s Not About the Size, It’s About Fit
In today’s crowded influencer market, Aman offers a fresh perspective: it’s not about how big the influencer is, it’s about how well they align with your brand’s personality and audience.
UGC (user-generated content) outperforms traditional creatives when it comes to CTRs. Add a credible influencer to the mix, and it performs even better. But brands need to avoid the temptation of going wide with 100 creators in hopes of catching fire. Instead, choose influencers whose audience is likely to resonate, and then measure that impact with retargeting later on.
A/B Testing: A Must-Have, But Don’t Rig It with Discounts
Aman views A/B testing as essential for any product or marketing team. Not just for optimization, but also for honest measurement. Without it, you’re guessing which changes are making a difference.
But he makes a key distinction: never rely on discounts to improve A/B test results. “If you drop the price from ₹1000 to ₹500 to increase conversions, that’s not product optimization—it’s offer-driven manipulation,” he explains. Offers can skew results, so test cleanly if you want real insights.
What Makes a Product Stand Out? It’s Not Always Price
In a market where product duplication is common, differentiation matters more than ever. Aman explains how Swiss Beauty leans into real product innovation (like their viral holographic eyeliner) to stand out.
The way this is communicated is just as important. Their PDPs are structured to highlight key benefits, usage instructions, and real customer outcomes. They’ve even used tools like Lucky Orange to watch user behaviour and confirmed that visitors spend meaningful time reading PDPs before making a purchase.
Loyalty: It’s Built Across Touchpoints, Not Just Programs
Aman led the loyalty program initiative at Mamaearth, growing it to lakhs of subscribers. But he’s clear that loyalty goes far beyond cashback or points.
Instead, he breaks it down into four touchpoints:
- Website Experience
- Delivery Experience
- Customer Support
- Product Usage Experience
Each of these is measured through CSAT and NPS surveys. If any one of these slips—say, delivery delays or unresolved customer queries—loyalty takes a hit.
He also points out the limitations of D2C-only loyalty programs. Since many customers shop across marketplaces and offline, you don’t always get a full picture unless you integrate your systems, like Apollo Pharmacy does.
Offers vs. Long-Term Value: Don’t Train Users to Expect Discounts
Swiss Beauty doesn’t rely heavily on discounts to drive growth. Aman warns that if a customer buys a product at ₹500 once, they’ll never pay ₹800 for it later. Discounting train customers to wait, and wait they will.
Instead, he advises focusing on FOMO triggers that don’t require lowering prices:
- “Only 3 left in stock”
- “1000+ sold this week”
- “Deal ends in 4 hours” (used thoughtfully, not endlessly)
The goal is to create urgency, not dependency.
Final Thoughts: Stay Honest, Stay Relevant
Whether it’s about retargeting, landing page copy, influencer collaborations, or pricing, Aman’s approach is refreshingly straightforward: keep it relevant, don’t overpromise, and measure everything.
In a world of marketing hacks and short-term plays, Swiss Beauty’s playbook is a reminder that long-term growth is built on clarity, not gimmicks.
As Aman says, “Users are smart. They know when something feels off. Keep your journey consistent, your product real, and your expectations grounded.”
