Nykaa- How It Reached The Target Audience

Sandhya Raju Sandhya Raju
Nov 21, 2020 6 min read
Nykaa- How It Reached The Target Audience

Nykaa is a brand that we have all heard of from different media and advertisement. Some of us would have heard it from our friends who have used it. After all, word of mouth is a good marketing method that is proving to be widely successful. Nykaa is one of the best beauty and personal care product brand. Nykaa has now gained an excellent customer base. Nykaa’s marketing strategy has been very successful for them. It has cosmetics, haircare, bath and body, skincare, luxury and other wellness products for men and women.

Nykaa is an online portal that has a very wide collection and has about 35,000 brands from around 400 brands. It is now established and delivers to 10,000 zip codes and 1,000 cities.

Nykaa- The Beginning

Falguni Nyar, the founder and CEO of Nykaa
Falguni Nyar, the founder and CEO of Nykaa

Nykaa was founded by Falguni Nayar, who was an investment banker. She along with her husband, Sanjay Nayar, invested $2 million in 2012 and controlled about 95% of the stakes. Being amazed by the variety of branded cosmetics that were available in the market, she turned to entrepreneurship at the age of 50.

The initial plan was to sell products directly from warehouses located in Delhi, Mumbai and Bangalore. Without using the store format, they were able to gain better margins with the products. The initial marketing was done online and through various social media platforms.

Within 5 years, the company was able to break even the initial investment. Major marketing initiatives included hosting the Femina beauty awards in 2015 and 2016.

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Nykaa- Their Marketing Strategy

With the situation here, the best way to market a product is to use the digital platforms. Even when you market it digitally, it is important to keep it perfect to be able to attract more audience. Social media interaction is extremely important to keep the customers proper and in a track. They knew the right way to get into the minds of the target audience and also to retain the customers. Their main target audience were the people who were students and professionals who do not have enough time to go to a physical shop and buy the required cosmetic.

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Video marketing/ YouTube

Youtube is the media where people go to while away their time by watching videos. Nykaa owns a YouTube channel called Nykaa TV. A lot of people on YouTube look for “How to…” videos. Nykaa’s YouTube channel has videos that help customers understand how each cosmetic is to be used. Also, some people do not know what product to use and which brand will suit them best. These videos help them identify what they need and buy them from Nykaa. They have around 1 million subscribers now and their videos have a high number of views too. The best part is that they keep posting videos regularly to make sure the subscribers get useful information often.

Influencer Marketing

This is also quite common with Nykaa’s marketing. This is usually used by Nykaa while launching a new product. Nykaa has the belief that it is easier to maintain customer loyalty when they are able to maintain a proper relationship with the influencer. Also, it can increase customer engagement.

Offers and discounts

Offers and coupon codes are the best ways to attract customers in a very short time. Nykaa offer coupons are given to customers at the time of festivals. The brand and the coupons are distributed through various online sources, brands and so on. The coupon code can be used to avail a very good discount on the product. This has proved to attract a lot of customers for them and they hence have a good sale during the offer periods.

Content Marketing

This is yet another awesome marketing strategy of Nykaa that has proved to be successful. Generally, the challenge in content marketing is that most people don’t see or read it unless it is extremely interesting. To make it a point to attract new customers and retain old customers, the content team has to make the content very creative. They have a team of young and enthusiastic professionals for creating the best possible content. They make sure the content in all the platforms like websites, blogs, other articles, tutorials are all made in a very creative and understandable way.

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When people need something, they search for it on the search engine before reaching out to the website or YouTube. It is hence important to make sure that the page, blog or the post from the Nykaa’s website contains the perfect keywords. They keep in mind the trend in the industry and update themselves according to it. They are perfect at optimizing their content according to the latest trends and the keywords. Their blogs and products show up at the top of the search engine.

Social Media

Social media platforms used by Nykaa for marketing
Social media platforms used by Nykaa for marketing

Today, the world is running on social media. Everyone has an account on almost all the social media pages. Instagram and Facebook are widely used to display advertisement. Nykaa’s social media marketing is also excellent. Instagram page of Nykaa has a lot of new followers each day and the same goes for Twitter and Facebook. They have integrated some social media pages with the ‘shop now’ button, which helps the customers go to the website and order the required product.

It has a very strong social presence and is hence able to have a personal touch with the customers.

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Other than the above-mentioned techniques, they also use Email marketing. Wherein, the customers who are registered with them will get updates through Emails. This is sent out only to regular and highly engaged shoppers.

On the whole, the marketing strategy of Nykaa is extremely customer-centric. Nykaa has understood who their target customers are and hence they find it very easy to tap that particular segment and work on attracting them. Nykaa is now one of the leading websites with the number of visitors on the website increasing day-by-day.

Nykaa was also a start-up but its approach towards customers has made it one of the best brands of its kind.

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