Nykaa - Success Case Study

Nykaa - Success Case Study

Summary

Nykaa is an Indian omnichannel beauty retailer selling a diverse array of international and local beauty and wellness products through its online platform and chain of exclusive stores.

Nykaa, a women-led profitable unicorn start-up established in India in 2012, is engaged in offering a wide selection of cosmetics, personal care and wellness products. The company leverages various social media platforms to promote its products. Apart from domestic brands, the e-retailing beauty platform offers a selection of premium international brands, expert advice and review videos on beauty products to help consumers address their skin and beauty concerns. A big part of Nykaa’s success is attributed to its omnichannel strategy, the use of effective marketing campaigns, and celebrity endorsements.

Scope

• Nykaa heavily invests on social and digital media marketing to gain traction among digitally savvy Indian Millennials and Generation Z.
• In addition to a wide assortment of international and domestic brands, the company also focuses on private label products with competitive pricing to appeal.
• The brand roped in Bollywood celebrities as brand ambassadors, investors, and partners to leverage power of celebrity influencers on the Indian market.
• The brand’s omnichannel retail presence enables consumers to shop products anywhere and receive order fulfilment at any point of their convenience.

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.