nykaa

ABOUT NYKAA Falguni Nayar launched the Indian e-commerce business Nykaa in 2012, and it has its headquarters in Mumbai. Products for beauty, wellness, and fashion are marketed on its websites, mobile apps, and in more than 100 physical locations. It became the first unicorn firm in India to have a female CEO in 2020. Derived from the Sanskrit word ‘Nayaka’ meaning actress or one in the spotlight, Nykaa is all about celebrating the star in each woman, and being her confidante and companion as she embarks on her own journey to discover her unique identity and personal style. From the widest selection of genuine beauty products from around the world to beauty advice, Nykaa is truly passionate about catering to your every beauty and wellness need. Because after all, Your Beauty is Our Passion.

LEADERSHIP TEAM FALGUNI NAYAR ADWAITA NAYAR ANCHIT NAYAR ( Founder CEO ) ( CEO- Nykaa fashion) ( CEO- Nykaa.com) MANOJ JAISWAL SANJAY SURI NIHIR PARIKH ARVIND AGARWAL ( VP, Operations CSO ) ( CTO ) ( CEO- Nykaa man ) ( Chief financial officer)

BRAND'S GOALS VISION STATEMENT MISSION STATEMENT Bring inspiration and joy to people, To create a world where our consumers have access to a everywhere, everyday. finely curated, authentic assortment of products and services that delight and elevate the human spirit.

BRAND VALUES Be the customer's champion Be better everyday Be bold and be good One Nykaa A culture of belonging Sustainability in every action

TARGET AUDIENCE Nykaa keeps on expanding its customer base targeting every demographic from girls, students, working professionals, influencers, and even stepped into offering men with personal care and fashion products, creating a strong brand positioning. The main customers of the company are upper- middle-class society and mainly women. It also caters to the beauty and wellness needs of men. Mostly the customers of Nykaa are in the age group of 18-50 years.

AUTHENTICITY Nykaa's seal of authenticity is our guarantee that the products sold on the site are 100% Authentic and only sourced directly from brands or their authorized distributors.

PROCESS & AWARDS

NYKAA’S BUSINESS MODEL Nykaa is one of the few companies which follow an inventory-based eCommerce model. The company stores the collection of goods bought directly from the buyers. They keep their products in their warehouse. The brand has warehouses in Mumbai, New Delhi, and Bengaluru. They sell products directly from there. In this mode of business, the profit margin is too high. The company is solely responsible for any damage. They attained their breakeven after five years since they started their operations. Initially, the cost to attain a customer was Rs.1000/, which has now lessened from Rs.200 to Rs.300. Nykaa has built its offline presence in nearly 35 stores. Nykaa has two store formats known as Nykaa On-Trend and Nykaa Luxe.The Luxe format includes luxury beauty brands.

PRODUCT RANGES- MAKEUP Face Eyes Lips Face Primer Kajal Lipstick Concealer Eyeliner Liquid Lipstick Foundation Mascara Lip Crayon Compact Eye Shadow Lip Gloss Contour Eye Brow Enhancers Lip Liner Loose Powder Eye Primer Lip Plumper Tinted Moisturizer False Eyelashes Lip Stain Blush Eye Makeup Remover Bronzer Under Eye Concealer Nails BB & CC Cream Contact Lenses Nail Polish Highlighters Nail Art Kits Setting Spray Makeup Kits & Combos Nail Care Makeup Remover Makeup Kits Nail Polish Remover Sindoor Makeup Combos

Tools & Brushes Top Brands OTHER PRODUCTS Face Brush Kay Beauty Eye Brush Huda Beauty Skin Lip Brush Charlotte Tilbury Hair Brush Sets M.A.C Appliances Brush Cleaners Maybelline New York Bath & Body Sponges & L'Oreal Paris Natural Applicators Lakme Mom & Baby Eyelash Curlers Nykaa Cosmetics Health & Wellness Tweezers Nyx Pro.Makeup Sharpeners Mirrors Makeup Pouches Multi-Functional Makeup Palettes

GROWTH OF NYKAA Nykaa is a prominent eCommerce company specializing in selling cosmetics, fashion, and beauty items, which is already listed at a price higher than some of the oldest and largest Indian businesses like Bharat Petroleum, Coal India, Godrej, and SBI Card. Nykaa became one of the leading eCommerce and retail beauty companies within four years. Nykaa has more than 17 million active monthly users and processes over 1.5 million orders. Nykaa’s total GMV increased 47% YoY to INR 2,155.8 in the 1st quarter of 2022-23. The personal and beauty care industry contributed almost 69% to Nykaa’s total GMV in Quarter 1. In Q1 FY23, Nykaa opened eight new physical stores, taking the count of a total number of stores to 113 stores in 52 cities. Nykaa has over 3.1 million SKUs accessible through its websites, apps, and stores.

MARKETING STRATEGY 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: Nykaa - Marketing Strategy Marketing Through YouTube Channel Influencer Marketing Nykaa Offers and Discounts Content Marketing Strategy Social Media Marketing Strategy Nykaa Beauty Book Nykaa Routine Finder

BRAND IDENTITY Objective - To create a brand that embodies the spirit of the modern Indian woman. \"The Nykaa woman is fun, fearless and feminine. She dreams big, has flaws, keeps a crazy schedule and manages to look fabulous through it all.\" Nykaa is derived from the word “nayaka” meaning “heroine”. We created a moodboard to define the elusive qualities of the Nykaa woman.

MOOD & COLOR BOARD The brand colour was carefully chosen to reflect a modern, playful, vibrance, that is still rooted in Indian culture.

LOGO EXPLORATIONS

BRAND ASETHETIC

NYKAA APP



NYKAA COMPETITORS Fab Alley Purplle LimeRoad FabIndia Craftsvilla

STORE VISIT- 1 (PHOENIX MALL) The 1st store which i visited was locted at Nykaa - PHOENIX MALL The layout of the store was in the shape of a parallelogram. They also had a store room behind the billing counter. All the products were segregated which respect to their type such as skincare, hair, makeup (eyes, foundation, lips, nails and so on) which had display on top of each section. Talking about the lighting they used ceiling lights as a source of main light, and also used strip lights to emphasize the products. Flooring and top portion of the wall, they have used flooring sticker with a wooden texture on it.

FAKE GRASS AS WALL DECOR WALL STICKER STRIP LIGHT STRIP LIGHT NAME BOARD PRODUCT DISPLAY BOARD DIGITAL DISPLAY PRODUCTS

DIGITAL DISPLAY BOARD WOODEN FLOORING STICKER WALL MOUNTED RACKS TABLE DISPLAY

STORE LAYOUT STORE ROOM BILL COUNTER PRODUCTS ON WALL MOUNT PRODUCTS ON TABLE DISPLAY OPEN ENTRANCE

STORE VISIT- 1 ( VR MALL) The 2snd store which i visited was locted at Nykaa - VRMALL The layout of the store was in the shape of a rectangle. This store has 2 entrance/exit in the store. They also had a store room in the top right corner of the store. All the products were segregated which respect to their type such as skincare, hair, makeup (eyes, foundation, lips, nails and so on) which had display on top of each section. Talking about the lighting they used ceiling lights as a source of main light, and also used strip lights to emphasize the products. Flooring and top portion of the wall, they have used flooring sticker with a wooden texture on it.

STORE LAYOUT STORE ROOM BILL COUNTER PRODUCTS ON WALL MOUNT PRODUCTS ON TABLE DISPLAY ENTRY/EXIT WINDOW DISPLAY OF PRODUCTS

DIGITAL DISPLAY BOARD WALL STICKER PRODUCTS ON WINDOW DISPLAY FLOORING STICKER

LOGO WITH STRIP LIGHTING DISPLAY BOARD PRODUCTS ON TABLE DISPLAY

BIBILIOGRAPHY https://streamlynacademy.com/blog/nykaa-case-study/ https://startuptalky.com/nykaa-marketing-strategy/ https://www.nykaa.com https://thoughtoverdesign.com/work/nykaa https://www.nykaa.com/storeDetail/N16? ptype=storeDetail&storeId=N16 https://www.artrights.me/en/the-different-types-of-art- exhibition/ https://ucon.com.au/blog/exhibition-stand-types/ https://www.camelbackdisplays.com/9-types-of-trade-show- displays/ https://perfectpicturelights.com/blog/what-lights-are-best-for- exhibitions

FIN.