Nykaa - A Marketing Strategy that Relies on Beauty Influencers

Manav Makhija Manav Makhija
Mar 02, 2021 5 min read
Nykaa - A Marketing Strategy that Relies on Beauty Influencers

Today, there are tons of startups that have evolved in India in various industries and verticals. One such industry that has seen immense growth in the last decade is the Indian cosmetics industry. 8 years back, when e-commerce platforms were emerging in various sectors, people started to give importance to shopping for skincare and healthcare products online. There was a rise in the awareness of the skincare products and getting them was simple as they could be delivered at the consumers’ doorstep. This gave birth to one of the prominent brands of skincare industries, the online beauty retailer, Nykaa.

Nykaa works on an omnichannel model where they have established a strong presence online as well as have opened up more than 68 stores across the city. They work with more than 1500+ brands and have been successful in becoming one of the most prominent brands in India. Their reason for success and growth has been their effective and enthralling marketing strategies. The following are the Top Marketing Strategies used by Nykaa:

Communicating through Engaging Content
Engaging YouTube Channel
Influencer Marketing
Beauty Book
Interactions on Social Media Platforms
Offers and Discounts
Routine Finder

Communicating through Engaging Content

Communicating through Engaging Content
Communicating through Engaging Content

Nykaa believes that by showing high-end content on their website, app and social media handles they can showcase global trends by which they can establish their own brand name. It is often said that content is king and is highly consumed by people; hence they have established a qualified team for its content strategy. Nykaa has very appealing social media portals and websites because that is how they keep their users engaged by providing interesting content. They have active blogs where users can get expert advice from professionals on beauty and wellness as well as can get many tips on makeup.

Engaging YouTube Channel

Nykaa has a whopping 1.11 million subscribers on its YouTube channel. They have a segment known as “Nykaa TV” which was made by seeing the emergence and importance of the advertising market by the means of videography. This channel on YouTube helps the viewers to know more about beauty and wellness products and their “how-to" videos also provide a lot of information on products related to this sector. Moreover they have celebrities and their stylists make short videos on make-up and skincare as well!



Influencer Marketing

Influencer Marketing
Influencer Marketing

Nykaa has always believed in collaborating with big names because collaborations have proven to be very successful for them. Be it the collaboration with Femina Beauty Awards or the recent collaborations with Katrina Kaif – Kaif with Kay beauty and Masaba – Masaba with Nykaa, all such collaborations help Nykaa to get popularity as well as target a wider audience.

Beauty Book

The brand has launched its magazine that includes the news related to the field, various articles with advice on the skincare and wellness lines. The formats in this magazine include the FB live, educative brand collaborations, web series, and OTT platforms, etc. Their magazine 7.5 million page views and unique 4 lakh visits per month. Nykaa also releases these magazines in various regional languages.


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Interactions on Social Media Platforms

Interactions on Social Media Platforms
Interactions on Social Media Platforms

For promoting the social media platforms and also for keeping the audience engaged, Nykaa launches various offers and discounts on social media platforms in the form of contests, giveaways, and many such activities. This helps them in generating customer leads and also connecting huge masses spread across various different geographical locations. People can also shop Nykaa products from their Facebook Page which redirects them to their e-commerce website.

Offers and Discounts

Nykaa has been offering many discounts and coupons to its customers on purchasing branded beauty and skincare products from their portal. This has been one of their very successful strategies in marketing their e-commerce business. They use various coupon codes and offer various discounts so that they attract a maximum number of customers on various occasions and festivals.

Routine Finder

Nykaa has built a very intriguing tool that is comprehensive of skin, hair, and wellness parameters. The tool allows getting a set skincare routine according to the choices made by the customer and the routine finder helps the customer by showing or suggesting the products that will help them to improve the problem that they face. On average around 15000 people visit this routine finder of which 90% of the people use it from the mobile application and 10% users use it on the website.


Vanity Wagon Platform to buy Natural and Organic Beauty Products
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Conclusion

Nykaa has proven itself by establishing a very successful business in the Indian market. With its balanced and slow & steady approach, it has become one of the most liked beauty and wellness giants and will continue to grow in the years to come. Nykaa has proven to be loyal to its customers and has been prosperous enough to get their trust in return. With such excellent marketing strategies, the brand will further continue to proliferate and earn huge profits.

Frequently Asked Questions - FAQs

Who is the owner of Nykaa company?

Falguni Nayar founded Nykaa in 2012.

How does Nykaa make money?

They sell beauty products both online and offline. They have also added clothing to their product catalogue and they target both men and women as well as children as their target audience.

What is Nykaa's marketing strategy?

The marketing strategy of Nykaa is mainly dependent on influencers. They market through

  • Communicating through Engaging Content
  • Engaging YouTube Channel
  • Interactions on Social Media Platforms
  • Influencer Marketing
  • Beauty Book
  • Offers and Discounts
  • Routine Finder
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