Introduction of Premium Product Line for Nykaa - M.A. Final Project

HETA PATEL

LXFM 749 - M.A. FINAL PROJECT

SPRING 2018

PROF. GRACE CANEPA 1

The Indian Beauty industry is growing, and it is projected to become one of the top 5 global markets by revenue.

The Indian consumer is exposed to international brands more than ever before, and is backed by the technological advancement. Increasing disposable income, and image consciousness are making it more favorable to invest in

abstract

this industry. The aim of my M.A. Final Project is to introduce a new range of Nykaa products, which would focus on moving the brand from mid-market sector to the growing premium market. Though Nykaa has witnessed exceptional growth in the Indian cosmetics industry, the attractiveness of the industry lures many competitors which makes it’s important for Nykaa to strategize market domination by maximizing market share. The outcome of this project will be Nykaa’s long-term survival and market leadership by increasing repurchase, and generating new customers. To achieve this goal, extensive research about the brand, its target market, and consumers along with Indian beauty market research is conducted. Based on the research, the weak spots and a new area for innovation is identified.

Accordingly, change in the product culture behavior, tone, and visual collaterals is recommended. The new product line launch and rollout will aim at creating excitement, awareness, and knowledge.

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Introduction

Industry Overview

About Nykaa

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Consumer Overview

Market Overview

Key Findings and Analysis

Primary Research

Strategy - 5Ps

Sales Forecast

Conclusion

Appendix

Work Cited

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The beauty industry worldwide is blooming. This growth is being witnessed in India as well. With more and more companies trying to get a share of the market, competition is on the rise. Indian cosmetics industry particularly lacks a strong Indian origin brand in the premium product segment. This leave a gap for introducing a product range that is made by

introduction

an Indian cosmetics brand with aesthetics that speaks directly to the Indian consumer. The consumer is willing to climb the premium ladder and so it is the right time to be introduce premium product category by blending the existing brand DNA and current market trends. This project delivers a well-researched proposal to introduce a color cosmetic product range with packaging inspired by Indian aesthetics and defines the target audience for the products along with pricing for each product. The project also introduces a revamped store layout that appeals to the customer seeking added value. A marketing plan that reflect the entirety of the brand’s communications: product launches, advertising, and competitions.

Creating an integrated marketing campaign that generates awareness and knowledge thereby boosting sales.

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Nykaa is an Indian multi-brand beauty retailer, selling cosmetics and wellness products. It is a successful e-commerce website offering products from all leading brands such as Lakmé, L’Oréal, Estee Lauder, and many more. Nykaa offers a comprehensive selection of makeup, skincare, hair care, fragrances, bath, body and luxury products for women and men at the best prices. In terms of both international and Indian, luxury and mass, Nykaa is continuously adding new labels to its stock. In just five years, Nykaa has emerged as the most significant beauty destination in India with half a million happy customers shopping at Nykaa, not just for their favorite brands, but also for advice, updates, expert tips, and videos on

NYKAA

how to look and feel gorgeous always.

After leaving her job at Kotak Mahindra Capital Co., Falguni Nayar, Managing Director, she started looking for business opportunities in India, and noticed a huge gap in the beauty products market in India. The demand was on the top, but there were very few places to get genuine beauty products, so she launched Nykaa with her banker husband, Sanjay Nayar in 2012. She raised a total of INR 280 crore (USD 41.6 Million) through multiple rounds of funding. Nykaa generated INR 250 crore (USD 38.4 Million) turnover in 5 years. Nykaa’s revenue has grown close to 300% in the last two years. The company is also eyeing for an initial public offering in 2020.

Nykaa is receiving 15,000 orders a day. India’s online beauty market is dominated by Nykaa, which commands a 33% share. Makeup accounts for about 50% of the sales, skincare makes up 25%, hair care takes about 18% of the sales, men-centric products contributes 7%, and the rest of the sales revenue is derived from bath products, perfumes, beauty appliances, etc.

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16 Million +

Along with the website, Nykaa has entered the brick and mortar space with two formats - Nykaa Luxe, and Nykaa On

Monthly Visitors on Nykaa.com

Trends. The Luxe format features Indian & International luxury beauty brands along with Nykaa Beauty, the in-house collection of beauty products. The On trend format has products by category based on their popularity.

Nykaa In-house products were launched in 2015 with 30 nail enamels collections in pastels, pop and shimmer shades.

4 Million

60%

App Download

Monthly Repeat Customers

8 Mins

120k

Avg Time Spent Per User

Monthly New Customers

Currently they are selling lipsticks, eye and face products, bath and body products along with essential oils. Nykaa’s in-house products contributes 10-12% of its overall revenue. Private label earns a margin of 40-60%, which is 10-20% more than what the company earns by selling branded products on the platform. The company has entered into the apparel segment with the launch of lingerie which contributes 5% of the revenues. The Luxe business has 14% revenue contribution, INR2300 (USD 35.4) Average Order Value, 45+ brands and 30% revenue comes from metro cities.

MISSION Nykaa rests on three ideals – curation, information and personalization . We bring together the best offering, to help our customers make the right choice for their holistic beauty needs every step of the way.

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45 Million + Monthly Social Reach

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in-house products

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The luxe business 14%

INR 2300

Revenue Contribution

Avg Order Value

45 +

30%

Brands

From Non Metro Cities

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The beauty industry is known to be resistant to economic downturns - even faring well during the Great Recession of 2008. Though consumers tend to be more price conscious during those times, they do not stop spending. So in today’s environment of rising per capita incomes the beauty business is booming.

The global beauty market is predicted to grow from USD 50.4 billion in 2018 to USD 57.1 billion by 2021. In the U.S., Retail Dives notes that beauty specialty stores grew their market share from 12 percent to 14.3 percent in 2016. NPD Group

Industry overview

found that online growth has been massive in the sector, and Forbes estimates that there are at least 40 beauty startups founded by women, making the USD 455 billion in sales. The online revenue is forecasted to increase from 16% to 17.1% of the total Cosmetics and Personal care market but brick and mortar will still dominate with 82.9% revenue generation.

Gone are the days when celebrity looks and endorsements set trends in beauty industry, 82% women believe social media drives the trends now. The ad budgets are redefined by shifting focus from traditional television and print ads to Instagram and YouTube. The most important aspect in beauty industry is knowledge and social media provides constant flow of information by trendsetters, celebrities, and friends. Beauty brands create product experience through media and they are becoming more diverse and inclusive. In the past year, global views of beauty videos on YouTube surged 60 per cent, to 219 billion, according to Pixability, a Boston-based company that tracks influencers and provides data to brands.

Pixability estimated that millennials make up 60 per cent of the beauty audience on Facebook.

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Cosmetics Revenue in billion worldwide Premiumisation is driving standards across all levels in the beauty industry. As standards improve, luxury is becoming more accessible to ordinary consumers, notably millennials, who tend to be at the forefront of lifestyle changes. For wealthier consumers, this is more pronounced through personalized services, such as smart diagnostics. Going forward, the use of digital technology will become more sophisticated as augmented reality and artificial intelligence become mainstream.

The beauty Industry is moving beyond the standard options and is adopting customized beauty products. The millennial era is equipped with apps and technology which makes it easier to adapt customized beauty products. Web-based questionnaires and remote expert recommendations helps gather data to give individuals the best possible beauty products that are tailored to their individual needs. When looking for personal goals, generic off-the-shelf products are just not

Source - Statista

enough as they lack versatility and serves just one purpose. Micro-customization on the other hand allows the consumer to personalize their products based on their needs.

Cosmetics Sales Worldwide Instagram influencer marketing has proved to be successful for many brands and more and more brands are incorporating influencer marketing in their budgets. With the increasing competition influencers are exposed to thousands of US$48.0bn

+6.3%

in 2017

CAGR 2010-2017

products and when faced with relatively similar quality products, they tend to pick the more eye catching one that will look amazing on Instagram. It is important for brands to focus on giving consideration to the power of social sharing for targeting millennials and Gen Z by crafting ‘gram-friendly packaging. Merging product and brand marketing is necessary in today’s retail environment.

Revenues

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Source - Statista

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There has been a new shift from range of shades to fit every skin tone to availability of broad-shade-spectrum foundations and concealer included in mainstream brands. Popularly known as the Fenty effect this trend is being reflected on the runway and in media with representation of more diversity. The name Fenty effect comes from the most talked about Fenty Beauty by Rihanna that launched the Pro Filt’r Foundation that offered 40 shades options.

The trend of treating body like face has led to increase in serums, cleaners to fight pollution, acid exfoliators for body and moisturizers with SPF. Simplification of products with the new technological advances is seen in 3-in-1 products. With evolving consumer demands and climatic changes around the world, the beauty and personal care industry’s approach to natural and sustainable ingredients must adapt. A move to become more ‘local’ in terms of ingredient sources will create opportunities for consumers to protect and preserve resources within their surrounding environment.

Augmented reality has become mainstream in beauty industry. The functionality of the technology is not confined to the websites and apps but is also moving to in-store experience. From helping customers with try-on to providing additional information on products and offers, Augmented Reality has boosted foot traffic into brick-and-mortar stores. According to Statista, by 2021 17% of the total revenue generated will be through online sales in the cosmetics and personal care market. This means that brick-and-mortar stores are still going to be an important aspect when making purchase and purchase decisions.

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The categories of Indian cosmetics industry are skin care, hair care, oral care, fragrances, and color cosmetics segments.

It currently has an overall market standing of USD 6.5 billion and is expected to grow to USD 20 billion by 2025 with a CAGR of 25%. In comparison, the global cosmetics market is growing steadily at 4.3% CAGR and will reach USD 450 billion by 2025. This means that by 2025, India will constitute 5% of the total global cosmetics market and become one of the top 5 global markets by revenue. GDP is forecasted to grow 7.6% in 2018 helping boost the middle class and increase consumer spending beyond essentials.

Market overview

Key growth drivers in this sector are 1) improving purchasing power, 2) demand for enhanced products, 3) increasing image consciousness, 4) social media to spread awareness, and 5) favorable demographics in metro as well as 1 and 2 tier cities. These factors will be beneficial for Nykaa’s new product line as the brand can leverage on the consumers beyond the metro cities and who are willing to spend the extra amount for enhancing their look.

Elite and affluent households are the fastest growing classes. This is changing consumer behavior and spending patterns as the income is rising and society is evolving. It is forecasted to be the largest combined segment by 2025. According to BCGCCI consumption survey 2016, Indian consumers are trading up with greater enthusiasm shifting towards higher quality, higher price subsequent with the category. They also said that 30% of consumers are willing to spend extra on products perceived as ‘better’ than products found in developed markets.

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Cosmeceutical, cosmetics and personal care products market size across india from 2012 to 22 (in billion USD) Shopping has become more social and frequent involving family members and friends. Immediate gratification is becoming more important than asset creation. Rising internet penetration is leading to consumers using internet to make purchase decisions. Convenience is the biggest force driving online shopping growth. Discounts are another feature popular in online shopping. But trust in stores is still a barrier along with difficulty in navigating website, and fear of fake products makes it important to have offline format as well.

Source - Statista

The Indian market is going bolder, more consumer brands are expected to come up in the beauty space in the next five years. According to a report by Google and Bain & Company, beauty and hygiene-related searches on Google are the third highest after apparel and mobile phones in shopping-related searches. India’s average spending on beauty is increasing as social media has high impact on the rising Indian middle-class and millennials increasing purchasing power.

Cosmetics & beauty market in india - 2016

India’s beauty and personal care consumer appears to be laying special emphasis on both looking and feeling good. The

$150 Million - Online

$1.6 Billion - Online

$6.5 Billion - Offline

$20 Billion - Offline

domestic beauty and personal care market, worth USD 8 billion currently, is slated to grow at an annual rate of 5-6 per cent over the next few years to touch USD10.5 billion by 2021. A recently released report by the Indian Beauty and Hygiene Association, an apex body of beauty and personal care majors, and AT Kearney says that not only women, but men too are becoming significant users of beauty products. The report says that the men’s grooming market will touch USD1.5 billion by 2021, a nearly twofold growth in five years.

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Source - Red Seer Consulting

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The color cosmetics industry in India grew at a compounded annual growth rate (CAGR) of 21.3% between 2011 and 2016 in terms of value, Euromonitor International said in a report. In contrast, the skincare market grew at a 14.7% during the same period. Color cosmetics will grow at a CAGR of 8.8% between 2016 and 2021, Euromonitor predicts, faster than skincare that will likely grow at a 4.8%. The beauty and personal care sector is showing promise in India.

With makeup moving from occasional to everyday wear, it is expected to be the fastest growÂŹing segment. Herbal cosmetics are expected to grow at 15% with customers realizing the adverse effects of chemical based products. Online retail is projected to grow 20% annually and reach USD 48 billion by 2020 drivÂŹen by high promotional activities and cash on delivery option as much of the population is still not comfortable with electronic payments.

Rising disposable income is fueling the growth of premium market and globalization that impacts lifestyle by exposing the consumer to global trends through travel and social media. There is an evident shift towards premiumization with premium segment growing at 6.3%, as compared to 1.1% for mass market. Indian brands (both regional and national) have a sizeable presence in the mass category, while premium markets are largely dominated by the international brands. This gives an opportunity to Nykaa to introduce premium products.

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Key players in the market PURPLLE Nykaa’s biggest competitor is Purplle, Online shopping portal launched in 2012, is a rising star in the niche Indian beauty e-commerce space. In the last six months, the startup raked in monthly revenues of INR 14 crores (USD 2.17 million) - INR 15 crores (USD 2.3 million) with 100% growth. They have also declared INR 300 crores (USD 46 million) in gross merchandising volume sales, with an average ticket size of INR 1,500 (USD 23) for FY ‘18. Purplle claims to have around 20 percent market share in the mass to premium online beauty space. The team plans an IPO in 2021-22, with a profit of INR 200 crore (USD 30.04 Million). Purplle has an engine that includes providing a seamless customer experience online by focusing on unit economics and not carrying too much inventory. Purplle has a foothold in about 13% of the market. Purplle is the exclusive distributor for some international brands like Moda, Vipera, and Gravitale in India, and is bringing 12 more in FY18. In makeup, international brands contribute to 20 percent of their sales.

Purplle’s website and app have consumer engagement and knowledge advancement tools such as videos on ‘How To’s,’ ‘Makeup Looks’ and ‘Beauty Routines.’ Another feature of the website is that the consumer can book services to salons.

Purplle’s USP is its product knowledge engine. Purplle’s target audience is women in the age group of 21-32 years, who want to discover the products right for them.

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SEPHORA When a customer visits Purplle’s app or website, it pops up a questionnaire to understand the user’s needs, by asking about skin tone, type, and specific problems like pigmentation or dry skin All results are then personalized - not by brows-

French beauty and cosmetics retailer Sephora, part of luxury conglomerate LVMH Moët Hennessy Louis Vuitton SA, is in

ing history but by the customer’s traits. Purplle’s logistics are done in-house. For being capital efficient in e-commerce,

the process of increasing its average store size. Sephora operates in India since 2015 in partnership with Arvind Lifestyle

marketing spend is at an all-time low; 80% of our revenue now comes from repeat customers. More than GMV, Purplle

Brands, a subsidiary of Arvind Ltd, which is India’s leading integrated textile player. Sephora currently has 15 stores in

focuses on the number of people who are giving their persona information, which is now about a new 5,000 people daily.

India. Sephora is also planning to enter tier II and III cities in the country. Sephora is going to add 8-10 new stores in India every year as it plans to take its total store count to 50 outlets over the next 3-4 years targeting a business of INR 1,000

The startup also introduced Purplle’s private brand Stay Quirky, hoping it would form 8-9% of its overall revenues by

crore (USD 153.8).

2018-19. The private label launched in April 2017, sells on Amazon too, and will soon be available on all online market-

Sephora adopts a new theme every three months, expect new brands and fresh collections four times a year. Sephora’s

places and offline stores. Purplle makes 60 percent margin on their private brands, and expect to do INR 10 crore (USD

in-house make-up artists are trained on the new products to give you spot-on make-up advice on the spot. Sephora India

15.37 Million) business from private brands in FY18. Metro cities have more offline options too. But the owners argue that

also went online in August 2017. The homepage of the website comes with carefully-curated sections titled ‘Editors’ Picks,’

private labels have great potential in India as the cosmetics market is largely unbranded. Apart from Lakmé, Maybelline,

‘Just Arrived,’ ‘Bestsellers,’ ‘Recommended For You’ and ‘Weekly Specials.’ Industry experts anticipate Amazon India’s

and Colorbar, the rest of the brands cater to hardly ten crore women. Private label and offline stores will help Purplle to

recent partnership with Shoppers Stop to bear fruit this year, with the e-tailer growing its private-label business by lever-

position their business on a different scale, compared to their competitors. Purplle is also looking at omnichannel options.

aging the retail giant’s chain of stores to build a steady distribution channel for its beauty products.

Their first store is coming up at Phoenix Market City, Kurla. They plan to open five stores in the coming year. Almost 60

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percent of Purplle’s orders are already from outside metro cities - Jaipur, Ahmedabad, Lucknow, Coimbatore, Cochin, Pa-

Its eponymous makeup and skincare label accounts for nearly 24% of total sales. The rest comes from third-party brands.

tiala, and Surat among others. With the next 100 million online shoppers expected to come from tier-2 and tier-3 cities,

The average size of the older Sephora stores was between 2,700-2,800 sq. ft. It has now gone up to about 3,200 sq. ft.

Purplle has a clear advantage. They plan to hit 10,000 orders a day by mid-2018. The owners claim that in the last one

Within categories, makeup is both the largest contributor and the fastest growing for Sephora in India. Makeup is growing

year, their average order value has increased from INR 1,000 (USD 15) to INR 2,000 (USD 20).

at 40%, while the second and third-largest categories-skincare and fragrances-are clocking close to 25% each.

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AMAZON AND MYNTRA The company is looking at a contribution of about 8% (from the beauty segment) to their overall revenue by 2020, from Amazon India and Flipkart owned Myntra are competitors to Nykaa as both have increased focus on the high margin cos-

the current 1%. Myntra not only plans to launch its in-house brand of personal care products through its ecommerce plat-

metics category as growth in the larger online apparel market decelerates. Amazon India already retails 2 million beauty

forms, but wants to offer them through offline outlets as well, through associations.

products across 19,000 brands. Amazon India is reportedly looking to expand its private label business, as a way of boosting its revenue growth. The online retailer is gearing up to launch a number of in-house brands across multiple cat-

The online fashion retailer hopes to raise the contribution from the beauty and personal care products segment to their

egories in 2018. There are reputed manufacturers who take up contract-manufacturing for their customers and Amazon

overall revenues from the current levels of 1% to 8% in a couple of years. They have partnered with premium and mass

will tap into these entities for sourcing their requirements. Amazon is likely to start with skincare and makeup products

premium brands. They plan to launch the private label in the categories where they see a gap to bridge in terms of pric-

under this arrangement.

ing for mass segment. These will include color cosmetics, fragrances in lower end segment. Personal care and beauty are strong brand play, while color and lower-end fragrance is something users are willing to experiment with. Experts believe

The main reason for launching in-house products and brands is that it gives ecommerce players much higher margins in

that private labels in this category can bring the online retailer margins up to 35% while the other products will rake in

than what the popular brands they sell on their platform would bring in. These companies, many of them multinational

15% at best. Data shared by Myntra shows that for personal care the average basket size of a shopper on the site is one

corporations, spend huge amounts on advertising their products and expect their loyal customers to get “pulled� towards

and a half times that of the average. The beauty and care market is worth approximately $150 million and will grow 100%

their products. They therefore offer limited margins to retailers. For retailers like Amazon, the customer is already within

in the next two years, based on the overall online market.

their grasp and there is very little spend on advertising, except perhaps within their own real estate without any costs.

The frequency of business in the category is higher than apparel and it is unit economics profitable. They are willing to

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Flipkart is aggressively trying to make its private label business sustainable. Myntra, which sells beauty products across

invest big in the category over the next five years. To ensure the success of this category, Myntra has built visualization

more than 100 brands, is expected to launch its beauty and personal care brands this year in addition to retailing through

tools in the color segment and will allow new product sampling for customers who buy apparel from it. Myntra is targeting

offline stores in collaborations with international brands.

USD 100-150 million business by March 2019 for its beauty and personal care segment.

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Indian makeup kit has gone through a transition over the years. Earlier it used to consists of kajal (eyeliner), lipstick and a compact. But with the changed times it now consists of foundation, blush, setting powder, highlighter, lip gloss and eye shadow. Today, the beauty segment is being redefined, and concepts and notions that were steering business strategies yesterday may not be on target anymore. From occasion use for special events such as weddings and parties along with travelling, consumers are increasingly using color cosmetics on regular day-to-day basis. Both men and women, young and old are part of the era of selfies, video calls and photo-based social media and this shift in social behavior is expect-

CONSUMER overview

ed to help drive sales of color cosmetics over the forecast period.

With children reaching puberty at 10-12 years, the desire to look attractive results in beauty consciousness at an earlier age. Brands targeting younger consumers need to engage with a much wider market with responsible marketing. The age no bar trend is also seen in upper age of the market, with the thinking that ’30 is the new 20’ and ’40 is the new ’30, grooming is not restricted to 18-35 year old consumers. Male grooming is growing, and data confirms that the sales of men’s face creams have more than doubled, while the use of face cleansing products among men in India has jumped a massive 60 times between 2009 and 2016. The conversation in beauty is evolving due to key drivers: confidence and to achieve a competitive edge over other males in career growth rather than to attract females.

Two main aspects of imported goods used to be quality and luxury appeal. Consumers either shopped on their trips to abroad or were gifted by relatives living abroad. With the changing times today 60% Indians are willing to pay extra for products that match these aspects and are made in India.

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Indians long believed in overwhelming supremacy of all things foreign. Indians’ confidence in foreign companies has re-

Increasing stress and pollution in India has led to an increase in the demand for products that target these issues. In-

mained essentially static, their faith in domestic companies has grown. They have become discerning consumers who want

creasing emphasis on well-being demands safe and non-toxic products. All-natural market is growing at 2.5x non-natural

products that are made in India and for Indians (Harvard Business Review). There is high influence of cultural traditions

market. There is significant increase in consumers discovering new products digitally, increasing spend and the number

and Bollywood on Indian consumers. The consumer is growing more and more brand conscious especially with cosmetics.

of male customers, and each member of a family choosing their own product and brand rather than sharing just one.

Online reviews are playing an important role in buying decisions. Personalized recommendation by beauty experts play

Availability of cosmetics products at different price range attracts consumers from all social classes. The targeted con-

an equally significant role specially for premium products.

sumer belongs to working class, college student and housewives. Working class women are often keen on purchasing face, eye and lip products that are priced higher, and they look out for products that are easy to use and have longer-lasting

Women in India have become more progressive in terms of adopting Western styles and trends. They are now experiment-

effects so that they can last through the day. At the same time, college students prefer medium-priced products with more

ing with new types of color cosmetics. Eyeliner is being replaced with mascara and eye shadow, while facial powder is

color variants for the nails, face, eyes and lips. In contrast to these two groups of consumers, housewives prefer to buy

being replaced with blusher/bronzer/highlighter. BB/CC creams are gaining popularity over other facial make-up prod-

face or nail products over eye and lip make-up, as they use the latter two only during special occasions or when going out.

ucts. Opportunities in such categories are tremendous, as these changes are expected to accelerate in the coming years.

The wide gap between the affluent and middle class is decreasing. The usage patterns also varied between the two groups. The affluent families preferred premium products with wide range of color variants and options to meet the need of portraying a certain social status. On the other hand the middle income group purchased mass products but this trend is changing and consumers are becoming more experimental leading to premium product purchases. The usage of color cosmetics is limited to occasional purchases for weddings and festivals for the lower income group. Nail products are the most purchased color cosmetics purchased by this group.

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Primary research as a tool is cost effective way to supplement secondary research. The research will seek information to determine the price range for the products, packaging and store layout. To gather knowledge about existing and potential consumer buying behavior that will help develop strategies. The different types of primary research methods are: Observations, Interviews and Surveys.

a)

PRIMARY RESEArch

OBSERVATIONS

This is a method that involves observing consumer behavior at the store. It includes my field trip to India during the winter break. Mystery shopping was conducted at one of the Nykaa stores for 20 to 30 mins, once on a weekday and once on a weekend. Both the visits were during the evening between 5pm to 7pm. The following are the details of the mystery shopping.

• Location – Phoenix Marketcity Mall, Mumbai • Opening Hours – 11:00am to 9:30pm • Traffic – Weekdays (6 out of 10) Weekends (10 out of 10) • Parking – Paid parking and Valet available • Competition – Sephora • Non Selling Spaces – Store room for inventory • Comfort – No seating available except for people getting make over

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• Staff appearance – Black casuals • Staff attitude – Welcoming and knowledgeable • Store atmosphere – Pleasant smelling, upbeat music at low volume. Small rectangular store that felt a little cramped up with 7 people in the store.

• Product display - Grid layout. Separate shelf for nail enamels and trial ups. Fragrances at the end of the store. Products separated by categories like skin care, hair products and cosmetics. One product for display on shelf remaining inventory in the drawers and store room.

• Billing – Just a laptop on a shelf and very slow process with issues like product not being identified by the system.

Staff not well equipped to use the system. Similar issues faced during both the visits.

• Other observations – Many of the heavily social media advertised products were not available at the store. One product in particular that I enquired about was on the shelf for trail and when finalized for purchase the staff realized it was out of stock. I interacted with 2 different staff members on both the occasions. My first visit questions were mostly about product availability and skin care products for which the staff recommended good products. During my second visit I enquired about color cosmetics and this time again they were well informed and even gave a makeover with not just the products that I was looking for but also informed me about additional products if I would want to switch brands or add a new product to my makeup kit. Apart from my personal experience, I observed the consumer behavior at the store. Many consumers came with a specific product in mind that they have conducted research about online.

Specially the younger consumer, they knew about the products and their application methods and approached trials with confidence. The consumers mostly stayed in the store for a while checking out products in different categories and trying them out.

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b)

INTERVIEWS

Magazine articles online now, top picks being Vogue, Elle, Femina & AD and also follow limited beauty blogs like Peaches & Blush. Newspapers like Times of India, Chennai Times and Jaipur times are good for branding. In store events with

One-on-one interviews with industry experts to gain their experienced opinion. Telephonic and email interviews being the

influencers, communities, experts, social groups are useful for campaign awareness. These activates take place when

most effective way to reach out to industry experts, a questionnaire designed for the interviews to acquire insight about

launching new products, or Seasonal for Winter/ Summer care, Diwali gifting, etc.

the beauty market in India, consumer behavior and future trends. Interviews of current customers to know their brand association and expectations. The interviews are conducted to know about their experience with Nykaa and their expec-

Expectations from the new product line would be some premium look&feel and luxe packaging. Expectation is to match ef-

tations from the new initiative, day-to-day challenges faced in the Indian beauty industry and the best marketing tools to

fectiveness of the product with similar players in the market and then offering it at a good price. Current in-house product

reach out to the Indian consumer seeking beauty products.

line is more in line with Maybelline and later being more liked in this case. The new product line would be expected to be more comparable to Smashbox. Exposure to global trends has made Indian consumer much more aware about lip colors,

Indian consumer is willing to try products with Indian origin. Also, customer loyalty is not the same anymore, they are open

blush, contouring, and also accepting their skin color which is a big change. Last five years has witnessed a sudden rise

to trying new products as there is so much exposure now. The drug-store brands are a last resort or mainly used by the

in beauty brands catering to everyday consumers. Buyers are mostly brand loyal and seek value for money.

elders in the family. Maintaining a good balance between offline and online is also crucial. Skin-care is not easy to sell, you need good knowledge about the product, ingredients and understanding consumer requirement. Hence, your retail

The Indian beauty industry is still undergoing a gradual change from where it was but it has come a long way and is seen

staff should be well trained and at the same time your online content should be well formed.

heading in a great direction specially because people are more aware and women in general are getting more conscious of what they use and if a particular product or style is trending or not. In terms of consumer behavior this is both positive

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Everyone is mostly inclined to Instagram and specially the Instagram stories are more proactive and organic compared to

and negative because there is such a huge scope for influencing people to adapt what is right. Something as simple as

feeds. Instagram videos are informative and creative. Beauty influencers and bloggers are also having a huge impact on

foundation and contouring which have been part of the beauty industry for a long time but has been really ruined on

shaping the beauty industry. Like Nykaa has started doing these videos which show 5 uses of Argon Oil and similar. Mag-

social media with making it look heavy and plastic, and people tend to follow it because they assume it to be the right

azine Ads and Google Ads, both are very constant, whenever you are browsing on the internet, YouTube or on Facebook.

way. In reality it is teaching people to be someone else.

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Indian consumer today is highly influenced by Bollywood. Inspirations are not just limited to movies and television shows but social media is allowing consumers to peak into the everyday life of actors. Many customers come looking for specific products to achieve makeup looks as seen on Instagram. They are inspired by their everyday looks ad appearances.

Women have started participating in corporate world so they are looking for not just 9to5 but beyond makeup. Party make up is also in high demand.

Fashion industry has a huge influence on trends. It’s not just in clothing but also makeup. People are talking about makeup trends from fashion week. Indian consumer is becoming more experimental and are embracing global trends more and more. There is increasing competition. With the growing profits in this industry more and more players are trying to grab a piece of it. The changing market due to exposure, its unpredictable what the consumer is going to ask for. Shades that were not popular earlier are in high demand because the consumer is seeing an influencer or celebrity wearing it on social media.

Word of mouth is very important for advertising new product. Instagram and Facebook have high influence as well. They are quick to grab attention. The content needs to be fun. For an ideal store to sell the new product line, it would be luxurious with a fancy nail bar where girls can come with their friends or a mother daughter duo and get fancy nails while

c)

SURVEYS

Multi questions online survey created on SurveyMonkey filled out by 75 people. Questions will be open ended to get feedback of current and potential customers on expectations from new product line and their willingness to pay for it.

Nail enamels and Lipsticks are the most popular products of the current products offered by Nykaa. Nykaa is perused as the one stop shop for beauty needs. Consumers rely heavily on Nykaa for re-supply of products specially when they know their brand and want to stick to it. The stores being newly opened not much awareness is seen and so people still rely on just shopping at Nykaa online. But the ones that have shopped describe their shopping experience as above satisfaction.

The most popular brands are MAC, Maybelline and The Body Shop followed by Bobbi Brown and L’Oréal. The Indian consumer seeking beauty products is female in between 18 to 35 years of age. The other stores where they shop for beauty supplies are Sephora and The body shop. The expectations from the new product line are better packaging and quality.

Instagram is the platform chosen as the most desirable for reaching out to them with new product updates and offers, followed by Facebook. In terms of additional services at the store maximum people opted for a nail bar. The most used word for describing Nykaa is colorful.

chatting and catching up.

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A.T.Kearney’s recent report says that India’s retail market is expected to expand, making it the fastest growing major developing market in the world. Beauty is considered to be the next big opportunity and the fastest growing category. Lip colors and nail enamels are the most sold color cosmetics in India. This growth is rapidly changing social cultural scene of the middle class. Rising disposable income, women joining the workforce and a clutch of global brands launching in India, beauty continues to attract multinational expansion. Higher paying jobs and increasing awareness of the western world

key findings and analysis

has served to change the tastes and customs of the middle class ad higher strata of the society, with the result that a woman from such social strata is now conscious of her appearance and is willing to pay extra to enhance her lifestyle.

Millennials are at the forefront of the lifestyle change. They are looking for personalization as a form of self-expression.

Changing lifestyle has led to expansion of the Indian beauty kit. Consumer is becoming more experimental and embracing global trends. There is a significant shift of usage of cosmetics from occasional wear to everyday wear. Consumers are seeking memorable weddings and are willing to spend a fortune on yearlong skin care and makeup for the several wedding parties. Not just the brides but also her friends, family and guests are floating to salons to get the right look. Social media is a key influencer. Instagram being the most popular platform for Indian consumer to seek knowledge about the products, gain reviews and see what’s trending. Peer feedback and product reviews are increasingly affecting purchase decisions.

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More participation of women in work has increased their spending on grooming. Color cosmetics is predicted to grow at a rapid rate compared to hair, skin and fragrance. The consumers willing to buy premium products are looking for quality and durability. The trend of Premiumization is targeted towards the aspirational consumer. BPC forecasts points to an increasingly premium future over 2016-2021 with a CAGR of 3.6% compared to 2.4% in the mass segment. Prestige brands are largely dominated by international brands in India, leaving a wide gap for Indian cosmetic brands to explore.

There is a paradigm shift in consumer preference from ‘looking good’ to ‘feeling good’ and the industry is evolving to address the evolving consumer awareness and aspirations. It is no longer for makeup brands to only focus on enhancing appearance, it also needs to aid in the health of skin. There is a rise in usage of cosmeceuticals and nutricosmetics.

With rising environmental threats, companies are coming up with wide range of protection products with probiotics and anti-pollution ingredients.

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strategy

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Nykaa will launch a premium product line of Indian cosmetic products for the Indian consumers. The new initiative aims to increase Nykaa’s in-house products sales along with reaching a wider audience and becoming market leader in Indian prestige products market.

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PRODUCT and pricing

This oil is known for preventing damages to the skin. Oat Lipid e oil is a natural lipid complex extracted from the oat kernel. It contains approximately 10% polar lipids. Helps in reduction of papules, blackheads and lesions. Rich in phospholip-

Nykaa’s premium product line will introduce Cosmetic products ‘made by Indian company for the Indian consumers’. For

ids, known to improve the adhesive of pigments in skin. Provides long lasting nourishment and moisture to lipsticks. Adds

the launch Nykaa’s new product range will constitute of Foundation, Concealer, Highlighter, Eye liner, Eye pencil, Mascara,

a glow and silicone feel to liquid foundations. It is gluten free with non-greasy feel and quick absorption.

Eye shadow, Nail paints and Lipsticks as the basic makeup kit products. The products are designed keeping in mind the brand aesthetics, global trends and competitors.

SPF is important in makeup because Indian consumers are exposed to sun. The feature of long wear is important as more and more women have entered the work force and so the usage of makeup is shifted from just occasional wear to every-

The story will be told by the shapes of the products, the color of the packaging and the campaign story. To keep the

day. Keeping in mind the Indian skin tones, 24 shades options for foundation will be available. The eyeliner, eye pencil and

Indian aspect in the packaging, the pattern is designed inspired by the national bird peacock which symbolizes colors.

mascara will have features like long lasting and smudge proof. The color options will be black, brown, silver and gold for

The pattern is a geometric version of the peacock feather. This pattern will be incorporated on the body of the products.

the initial launch. The eyeshadow kit with 6 shades will be designed keeping in mind the mass personalization trend and

The products are designed in rose gold color. The element of the packaging that sets the brand apart is the extra gap

customers can choose and pick any 6 six shades from a collection on 50 shades that will keep updating every season.

between the bottles and the cap that adds to the protection of the bottle, keeping in mind most of the target customer

The eye pencil will be available in black, brown, orange, purple, blue and green shades. The nail paints will have 10 bold

travels for work and leisure. The glass used for the packaging is light weight and breakage proof. Each product has a

and natural seasonal colors. For the lipsticks the shades will feature 5 trending colors of the year.

unique shape with ease of use at the same time looking premium. The quality of the products will be GMP standards approved making sure the products are of the best quality. The color palette is designed taking into consideration the

The pricing for each product is based on placing the brand in the niche segement. The pricing is decided keeping in mind

WGSN, runway trends, BASF color trends with pantone and the Indian cosmetics market trends.

the prices of the various products available in the premium segment. The INR of the products remains constant and USD changes as per the rate. For the project the conversion rate considered is INR 67.36 = USD1. It is based on several factors

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Another unique feature of the products is they are non-comedogenic and are made with Oat Lipid e oil. Pollution damages

such as product, type of positioning selected for the product, various evaluation parameters of competitors and the value

skin and consumers generally apply makeup to hide the damages. The harmful chemicals in the cosmetics worsens the

of the product that is perceived by the price. The price setting of the product is done in such a way that it shows a rela-

skin condition.

tionship with the value offered by the product and the perceived benefits.

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PRICE 56

$51.96

INR3500

PRICE

$32.66

INR2200 57

PRICE 58

$51.95

INR3500

PRICE

$44.54

INR3000 59

PRICE 60

$28.21

INR1900

PRICE

$37.11

INR2500 61

PRICE 62

$34.14

INR2300

PRICE

$22.27

INR1500 63

PRICE 64

$29.69

INR2000

PRICE

$14.84

INR1000 65

People The Nykaa consumer belongs to a metro city and is in her early 20s to late 30s. Her expectation is nothing less than the

Early 20s to late 30s

Inspired by influencers

obvious, everything beauty under the Sun. She is brand conscious. She is exposed to International brands and trends. She is someone who expects to see & try new things. She is looking for reviews, ratings, Nykaa picks, and best choices, which make her select and pick up a product. Also, she is looking at rewards when she shops, some discount or expect some good samples. She look for ingredients, ratings and then the brand name. She is open to trying new stuff if promoted heavily by Nykaa. Wants luxury to provide a personalized, customized and Indianized experience.

Well Travelled

goes to the mall

Well EducaTed

present on social

A well-educated and well-travelled woman she is present on various social media platforms. The Nykaa woman gets product knowledge through various beauty brand pages that she follows. She is inspired by various influencers. She relies on various shopping apps and online reviews before making a purchase decision. However, it would not be fair to presume that she merely online shoppers. She also loves going to the mall and indulging in shopping at stores for just about anything. She attaches equal importance to brand attitude and product specifications. She looks out for brands she associates with and craves for brands that boosts her social status and makes her stand out.

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media

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disha kapoor

Sanchita Patil Age : 32

Age : 28

Place : Mumbai, India

Place : Delhi, India

Education : B.A. in English Literature from Stephan’s, M.A. in TV and Film from

Education : B.Sc. in Chemistry, MBA from SP JAin Institute

Goldsmith’s College, University of London

Occupation : HR at Tata Communications

Occupation : Apple India, Head - Demand Generation and Local Marketing

Salary : $60,000 annually

Salary : $110,000 annually Disha belongs to an elite family but she thrives to be independent so she lives in Sanchita is a well-educated nad well-travelled executive. She owns a house in

a rented apartment closer to her workplace. She has a car but she commutes to

South Mumbai and drives to work. She loves her job and is power driven. She is

work in metro to avoid traffic. She is climbing the career ladder with dream and

confident in her style. She travels internationally for work and leisure. She spends

expectations. Her shopping bag consists of products at different price range.

her weekend shopping around with her single mother. She is present on various

She doesn’t mind spending extra for products that not just make her look good

social media platforms. Sanchita wears makeup to look presentable at work and

but also doesn’t damage her skin. She shops at the mall but indulges in online

also when she is attending social events. Her makeup kit consists of premium

shopping when impulse buying. She relies on various online channels for making

products from various international barnds but she is open to trying good quality

purchase decisions. Disha uses makeup for her everyday looks at the office and

and luxury appealing products made in India.

for the weekends when she spends time with her fiancé and friends, socializing or these days shopping for her big day.

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the nykaa store Place The products will be sold through three channels, the stores, website and app. Nykaa Luxe stores (Mumbai – 2, Delhi – 3, Bangalore – 1, and Hyderabad – 1) will all carry the new premium product range. Also, one of the Mumbai and one of the Delhi Luxe store will be renovated with more of a salon aesthetics. The store will have advanced technology. mPos system will be available for easy shopping experience. Tablets will be available for customers to shop and the products will be delivered to their doorstep thereby enabling less inventory to be carried at each store. Smart mirrors for virtual try-ons.

Virtual Reality technologies that focus on personalization and customization will allow consumers to envision limitless possibilities. It will help expand product knowledge and styling education as you get to experience the makeup as you are wearing it. Nail bar for services like nail extensions and nail art for more experiential shopping experience. Manicure and pedicure stations will also be available. The product display will be arranged in sections of face, lips, eyes and also brand wise. The center area will be dedicated to display the Nykaa premium product line.

The Nykaa existing website takes the consumer on a microsite that is dedicated to luxury products. This microsite will help separate the mass products from the luxury ones. The Nykaa app will be redesigned with more luxurious appeal.

The app will feature tips and tricks on creating new trends. Look books that will feature red carpet and celebrity looks.

The consumer can book appointments for the nail bar through the app. Rewards will be granted every time the consumer shops through the app and also when they enter the store. Virtual try ons will be available through CAPSURE technology.

Shopable Instagram will enable consumers to shop directly from instgram posts as they can click on the products featured

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in the posts. By clicking on the product the consumer will be taken to the site to shop the look.

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the nykaa store

the nykaa store

NYKAA NAIL BAR

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the nykaa store

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the nykaa store

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the nykaa website

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the nykaa app

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Promotion The objective of the promotions will be to ensure brand awareness. The HOE (Hierarchy of Effects) Model highlights the

New products in the existing categories and additional products will be introduced from time to time keeping in mind the

intermediate stages of the target audience. It shows how consumers navigate through the cognitive, affective and cona-

new trends and market demand. Promotions will be used to inform consumers about the new products and shades added

tive stages before a trial or purchase. The promotion plan for Nykaa Luxe products utilizes the most detailed sequence

to the existing product range.

due to the level of involvement before reaching that final stage. For the campaign Nykaa will focus Digital platforms, Out of home, PR and print media. The Pre-launch will focus on platforms like social media, billboards and Magazines to

The IMC plan for Nykaa’s new premium product line putting the women in the spotlight. The overarching theme for the

create excitement about the new launch. The launch will be held in Mumbai that will invite celebrities, influencers and the

campaign is ‘Inclusiveness’. Beautiful imagery to approach beauty in a smart, inclusive way. The aim of the IMC plan is to

consumers who shop above a certain amount.

clearly convey the new initiative and position the brand as a premium one. This will be achieved by coordinating different communication disciplines and integrating the creative content across different media. The ultimate aim is at achieve long

The launch will happen in September as the Indian festivals and wedding season begin during that time and these oc-

term brand equity.

casions are big reasons for shopping. The event will be live streamed on Instagram and Facebook as it would let more people to be part of it. Store level launch events to reveal the products and the new store layout will be held. Free make

The big ideas are to introduce the Wedding kit and Influencer endorsements. The wedding kit consists of a eye liner, ma-

overs and samples will be provided to the participating customers. PR will be used to cover the event and social media will

sacra, eye shadow kit, two lipsticks and four nail paints.The products can be choosen by the consumer. The kit is a gifting

be leveraged. Post the launch the products will be revealed in print magazines and billboards. To keep the engagement

option for brides and bridesmaids. Tying up with five influencers as the face of the lipstick, each influencer is responsible

going content will be posted on Instagram, Facebook, YouTube, print media like magazines and newspaper, out of home

for creating content appealing to the brand aesthetics.

advertising on billboards and malls, store level promotions will also be conducted.

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1)

Social Media (Instagram, YouTube and Facebook) –

2)

Print Media (Magazines, Newspapers and Out of home) –

Objective –

Objective –

a)

Creating brand engagement by providing consumers with new media content to grab attention and create buzz.

a)

Use the size, color and positioning to get the attention of the reader.

b)

Treat the platforms as a communication starter between various consumers and the brand.

b)

Leverage on the readership and create awareness about the brand and the product.

c)

Keeping the consumers excited about what the brand is up to.

Task –

d)

The most important aspect of beauty ‘providing knowledge’ through demonstration and review videos.

a)

e)

Choosing influencer style and content that clicks with our consumer and give the influencers the freedom to create

and Harper Bazaar

Visually appealing full page ad in leading magazines like Vogue, Maxim, Verve, Cosmopolitan, Elle, Grazia, Femina

content so it is authentic.

b)

Product samples and/or QR codes to scan and know more information about the product, directly lead to buying

Task –

page and know more about offers.

a)

GIFs, Product shots, Stories.

c)

Newspaper ads of the launch for wild coverage.

b)

Campaign videos, Posts on influencers accounts, Reposts.

d)

Billboards and Mall advertising to utilize the large format, frequency function and build brand awareness.

c)

Information about upcoming events and offers.

e)

Short branded messages, create visibility and use as directional.

d)

Demonstration videos, DIY videos, Shopping hauls, Best picks.

Measurement –

e)

Live video streams of makeup classes and events.

c)

Number of views, Number of subscribers, Likes and Comments.

f)

Make Instagram shoppable directly by clicking on the picture that takes you to the website.

c)

Number of hashtag used, Number of clicks to buy, Number of screenshots and number of QR code scans.

Measurement –

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a)

Number of views, Number of subscribers, Likes and Comments.

b)

Number of hashtag used, Number of clicks to buy, Number of screenshots.

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3)

Influencer Endorsements

Public Relations –

Objective – a)

For Launch event – Creating awareness about the new product line, Getting mentioned on various media platforms

and trend on social media.

Task – a)

Plan and execute launch event, inviting influencers, media and celebrities.

b)

Create excitement about the new products and give a memorable experience to the invitees.

IInspiring Orange

Strong Brown

Fearless Purle

Measurement – a)

Brand mention in Press releases

b)

Brand mention on social media platforms

c)

Feedback from attendees and hashtag trending

confident pink

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bold red

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the wedding kit

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Nykaa

Luxe

Brown lipstick

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makeup for the Indian skin tones 88

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The sales forecast for three years is projected based on some assumptions. The profit margin for the Luxe products is 60%. The growth rate in second year is 15% and in third year 20%. Marketing budget is assumed to be 30% of the fore-

Sales forecast

casted sales in the first year and 25% in the next to years. The first year has more budget as more promotional acivities will be conducted to create awareness. Store budget is assumed to be 25% of sales in first year and 15% in next years.

The first year will see more investment because of the revamping of stores. The budget also includes human resource - manicure and pedicure service providers, nail artists and makeup experts along with a store manager, technological investments, samplings and store level activities. The products highest sold are nail paints and lipsticks as they are the bread abd butter of any cosmetic brands. For the marketing budget highest amount is invested in Instagram. All colletrals for promotions will be produced in that budget and later adapted on other channels.

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Conclusion

The enormous Beauty Industry is exceptionally growing and this attracts many players in the market Several new start ups by female entrepreneurs have proved to be successfull in the recent times. One such player is Nykaa. Nykaa has proven to fill the gap between demand and supply of cosmetics in India. With 33% market share, Nykaa is leading cosmetics brand.

After being reputedly known for selling best quality products of various brands its time to launch in-house products in premium category. The new initiative will help Nykaa as a brand to elevate itself from mass market segment to the growing premium segment. The extension will boost Nykaa’s sales thereby enabling it to remain market leader in long run. The Luxe product range would lead to repurchases and reach to new customers.

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Born and bred in Mumbai, India, this is my first experienec away from my home pursuing my M.A. degree in Luxury and Fashion Management. During my undergraduation in Economics, I never dreamt of being part of this industry. My experience in working as an evet manager led me to interact with marketing executives of various Indian brands. Working closely with them ignited an

Bibliography

interest to learn more about this field. Taking that interest further, I enrolled at Savnnah College of Art and Design to pursue this course. The course helped me understand the luxury consumer’s believes and ineterst thereby giving knowledge of how to market to this target audience.

Since childhood my aunt exposed me to color cosmetics and so began my passion for lipsticks. There was no stopping after that. As i grew up, my make up kit expanded. I chose this project for my final presentation as the startup by a female entrepreneur inspired me. I wish to make an impact in the industry through my study at SCAD.

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The completion of this project would not have been possible without the assistance of so many people whose names may not all be enumerated. The contributions are sincerely appreaciated and gratefully acknowledged. However, I would like to express appreciation and indebtedness particularly to Farhad Mehta and Rucha Virkar for helping me with the product

acknowledgement

development and packaging, Kushal Karwa for renderings, Sam Pritchard for the amazing makeup and Grace Caroline for the beautiful photography. I would like to thank Shreya Dhawan, Disha Grover, Divya Reddy, Himanshi Shah, Vidhi Dhami, Krishna Kakadia and Mansee Tandel for modelling so graciously. My roomates for constantly giving feedback. Special thanks to Dhaval Vora for helping in innumerable ways and supporting always.

I would also like to thank my profesors Grace Canepa, Alessandro Cannata and Daniel Green for pushing me to do my best and teaching me everything about the industry. Thank you to my father for funding my education and last but not the least my mother for giving me her blood, sweat and tears.

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appendix

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Primary research

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A)

SHIVANI THAKKAR

Designation: Asst. Marketing Manager- Brand Engagement for KAMA Ayurveda Age – 25 years Beauty Enthusiast, Skin-care & Make-up Buff Prefer shopping offline from stand-alone/ Sephora, yet shop regularly with Nykaa for re-fills and to try some new stuff

1)

What are most popular products of Kama Ayurveda?

Kama Ayurveda is well known for products that serve concerns like treatment-based and also products that help with enhancement. Our products are made with authentic Ayurvedic formulations for skin, hair, body and wellness.

Naming a few of our popular products here, Kumkumadi serum, Rejuvenating and Brightening Night Cream, Bringadi Hair Oil, Pure RoseWater, Nimrah Anti-Acne Face Pack, Kumkumadi Scrub, Extra Virgin Coconut Oil.

2)

How was your experience working with Nykaa? Can you tell more about the Nykaa consumer (their preferences,

expectations, shopping behavior)?

Nykaa is undoubtedly a great platform for beauty brands with its mammoth reach. Currently, they are the largest beauty e-commerce app/ website with massive daily traffic and sales.

The Nykaa consumer could be described as a beauty enthusiast. From a girl in her teens like 17, to a mature 40 year old, they have all these users coming for different category of products.

Their expectation is nothing less than the obvious, everything beauty under the Sun. They are expecting to see & try new things. They are looking for reviews, ratings, Nykaa picks, and best choices, which make them select and pick up a product. Also, they are looking at rewards when they shop, some discount or expect some good samples.

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Nykaa has a massive database of buyers who shop category-wise and I could talk more about the Skin-care and Hair-

ncers and beauty brands, which is how I come to know about new products, brand campaigns and reviews. I also enjoy

Care categories. For these buyers, they look for ingredients, ratings and then the brand name. They are open to trying

video content like Instagram Videos which are informative and creative. Like Nykaa has started doing these videos which

new stuff as long as there is a natural factor or if promoted heavily by Nykaa. These categories of people have a dip of

show 5 uses of Argon Oil and similar. Love watching these! Secondly, Magazine Ads and Google Ads. Both are very con-

1.5-2 months in their shopping behavior, but generally come back to buy something from the same brand.

stant, whenever you are browsing on the internet, Youtube or on Facebook.

At least 60% of them come back to the same brand within a span of 5 months, as far as skin and hair is concerned.

I read most Magazine articles online now, top picks being Vogue, Elle, Femina & AD. I also follow limited beauty blogs like Peaches & Blush.

3)

What are the challenges faced in this industry?

5)

If Nykaa comes up with premium products what will be your expectations? And what price point would you be

One challenge would be the huge impact of European cosmetics in India. The Indian beauty industry, including skin-care,

willing to pay?

hair-care & cosmetics, have been monopolized by European brands since decades. Here in India, people love European

Nykaa coming up with Premium Make-up.. okay! Firstly expecting some premium look&feel and luxe packaging.

beauty brands and trust the quality.

Expectation is to match effectiveness of the product with similar players in the market and then offering it at a good

However, this has seen a slow change now and consumers are more open to using brands with Indian origin. They main

price. When I compare Nykaa Beauty, the brand that currently pops up is Maybellin and the latter being more liked in

focus now being shifted to Natural products.

this case. I love Nykaa nail-paints, cookie-crumble, unicorn and nude shades. Also their Lip crayons have a good texture

Also, customer loyalty is not the same anymore, they are open to trying new products as there is so much exposure now.

and colour, but not long-lasting.

The drug-store brands are a last resort or mainly used by the elders in the family.

I have not tried other make-up and bath&body products.

Maintaining a good balance between offline and online is also crucial. Skin-care is not easy to sell, you need good knowledge about the product, ingredients and understanding consumer requirement. Hence, your retail staff should be well

However, if they were to launch premium products, I would expect the new products to be comparable to a Colorbar or

trained and at the same time your online content should be well formed.

SmashBox. The packaging should be more premium.

4)

What are the marketing campaigns you respond to as a customer? (Instagram stories, Instagram feeds, GIFs,

Something Innovative too like the Smashbox Foundation Stick.

Facebook, snapchat, television ads, magazine ads) My work area hugely entails Digital marketing and hence my first pick is surely Instagram. Recently, I am inclined to Ins-

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tagram Stories and find it more proactive and organic as compared to feeds. However, I follow a bunch of beauty influe

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As of now, depending on the line of products

B)

ANURADHA RAMAN

I would be okay to paying like INR 900-1200 for a Foundation. May INR 1700 if it seems very premium and good reviews.

Age – 25 years

I am more experimental with Eye Shades, Blush, and Lipsticks and would be okay to paying Rs.1000-1700 for long-lasting

Celebrity Makeup Artist

ones with good shades.

1)

What are the trends influencing the Indian beauty consumer?

I wouldn’t say there are a few particular trends . But because of being able to have access to global Trends happening 6)

What are the marketing campaigns Kama customers respond to? (Instagram stories, Instagram feeds, GIFs, Face-

book, snapchat, television ads, magazine ads)

around the world , the Indian beauty consumers in general have become much more aware of lip colors , blush , contouring and also accepting their skin color which is a big thing .

Instagram & Facebook are strong platforms for Kama and our customers surely react well to both these platforms.

Instagram Stories have shown great coverage in the recent and seem to be working very well for our followers.

2)

What are the popular brands in color cosmetics and skin care products?

Apart from these, bloggers and social media influencers who work with us on our campaigns help us spread awareness.

I would say in the last 5 years there has been a sudden rise in the increase of beauty brands . Earlier people were stuck

Even articles with Newspapers like Times of India, Chennai Times, Jaipur Times are a very good source for branding.

on to Mac but now suddenly they are much more into brands like NYX , wet n wild , Maybelline , L’Oréal , faces etc. that

We also do Product Seeding to different communities, which is how many customers respond.

cater to the everyday consumer and are not too expensive to invest in .

Kama hosts small in-store Ayurveda events at the store with different influencers, communities, expats, social groups, which also helps us spread campaign awareness. We generally do these activates when we launch new products, or Sea-

3)

What are the current products in your make-up kit?

sonal for Winter/ Summer care, Diwali gifting, etc.

Wow I have like 2 suitcases and some more in a shelf so this is going to be hard but I’m just going to list my favorite brands here . I love Estée Lauder for their lipstick and mascara and Givenchy too . Elizabeth Arden and Makeup for ever have great color blushes that are multipurpose . Nyx has some great lipsticks . For foundation I love the Mac face and body , Giorgio Armani and Chanel .

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5)

Where do you see Indian beauty industry heading and global trends affecting the consumer behavior?

The indian beauty industry is still undergoing a gradual change from where it was but it’s come a long way and i do see it heading in a great direction specially because people are more aware and women in general are getting more conscious of what they use and if it is trending or not . In terms of consumer behaviour this is both a positive and negative . Because there is such a huge scope for influence people tend to adapt to what they feel is right . Something as simple as foundation and contouring which have been a part of the beauty industry for long but has been really ruined I should say on Social media with making it look heavy and plastic ,and people tend to follow it because they think it’s right when in reality it’s teaching people to be someone else .

6)

What are the challenges faced in this industry?

Challenges in terms of being a female artist not many , because that has changed over the years due to the work of some amazing artists . In terms of work as I mentioned earlier , sometimes people tend to adapt and view wrong content specially through social media and would want you to reproduce the same , so you just say no . But also most of the recent actors and actresses and models know what good skin work and good makeup looks like and that a little goes a long way and too much is unnecessary .

7)

What are the marketing campaigns you respond to as a customer? (Instagram stories, Instagram feeds, GIFs,

Facebook, snapchat, television ads, magazine ads) To be very honest I’m the last person to be active on social media and if given the chance I’d be off it so most of my campaign awareness comes from my beauty shopping sprees . Facebook and magazines yes I do sometimes see an add and go check out the product if I find it interesting . But I just tend to go to the store so much I’ve already seen the product in

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the store rather than the ad which is the case with most makeup artists I’m assuming .

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