Influencer marketing critical for the success of a beauty brand: Reena Chhabra, Nykaa

The CEO of Nykaa Beauty talks about the launch of their Kay Beauty brand, its marketing strategy, use of influencer marketing and more

e4m by Noel Dsouza
Updated: Oct 24, 2019 1:54 PM  | 4 min read



Nykaa launched its first beauty celebrity brand Kay Beauty on Tuesday. Present on the occasion were actress Katrina Kaif; Nykaa Beauty CEO Reena Chhabra; and Falguni Nayer, Nykaa Beauty Founder & CEO.

On the occasion, the brand also showcased its #ItsKayToBeYou digital campaign. The campaign shows a team of women who are incredible in their respective domains. It portrays women who celebrate different kinds of beauty. Rajakumari has done the voiceover for the ad film and Zoya Akthar wrote the script.

exchange4media had a conversation with Reena Chhabra about Kay Beauty, marketing strategy and spends for it. Chhabra also shared how they use influencer marketing to reach out to their consumers.

Talking about the launch of brand Kay Beauty, Chhabra said the initial reach has been “tremendous”.

"Every major Bollywood actor has posted about Kay Beauty and #ItsKayToBeYou ad film. From Amitabh Bachchan to Shah Rukh Khan and Salman Khan, they have all posted from their Instagram handle. Nykaa itself has has 1 million followers. Everyone will know about the launch by the end of the day and it will have a good reach. There is a definite possibility that this may become India's top leading cosmetic brand," said Chhabra.

"The prices start from Rs 249, which is very approachable. The product is very luxe. We wanted to create a luxe brand but kept in mind the purchasing power of an Indian consumer. The monogram is personal because it is Katrina's signature and will resonate with her fans. The formulations itself are long-lasting and high-performance products all made in Europe," she shared.

Speaking about the marketing strategy for the brand, Chhabra remarked, "Nykaa is a retail product and we are an omni-channel brand. We are present across 50 stores. Then we also have which is our distributor platform. The marketing strategy is to be a brand that every woman would want. We would also like to be a household brand. First with Nykaa Cosmetics, then Nykaa Fashion and now Kay Beauty."

According to Chhabra, their marketing spends are majorly on digital. "Our consumers are on the digital medium. Also, we are present at 50 stores and a lot of marketing happens there. It gives the consumer the opportunity to touch and feel the products. We have also advertised on television in the past. We do experiential marketing too. Like Nykaa Beauty Femina Awards, we are going to do a Nykaa fashion show which is again experiential marketing. We also do some college brand activations. We do makeover activations across malls. We advertise with all beauty magazines that are relevant for our audience," explained Chhabra.

The conceptualisation of the digital film #ItsKayToBeYou hasn't been done by any agency but the brand’s internal team. Even the product design has been done in-house.

"We have created small in-house agencies within the company. Even the logo for Kay Beauty has been designed in-house,” shares Chhabra.

So, what drives sales for Nykaa? Its own website, e-commerce or stores?

Chhabra states, "I think it's all of these touchpoints coming together. It isn't one over the other."

Speaking about influencer marketing that the brand has been doing and the impact it has created, Chhabra remarked, "When you are selling online you look at someone in Satara or in a smaller area where a Nykaa store can't reach. But people there have disposable income. The influencer marketing strategy is great because they do a lot of show and tell. It is also a convenient approach. Influencers talk about the pricing and the texture. This really creates an impact and encourages the market. They also help in educating the consumer. Like, a small-town girl will learn about the product and how to apply it and what is suitable for her. Influencer marketing is very critical for the success of any beauty brand to reach out to its consumer.”

Lastly, sharing about how the year has been for the brand in terms of revenue and sales, Chhabra said, "Last financial year, we generated Rs 1200 crore. We are an omnichannel brand with Nykaa label, Nykaa stores, .com and now Kay Beauty. I think the revenue for the coming financial year is looking good."

When asked if the economic slowdown has any impact on the business, Chhabra commented, “It is the lipstick effect! People think they can't afford luxury products so they tend to spend on lipsticks. Our pricing is not much. Even if you look at this Katrina’s signature product, the price starts from Rs 249 and goes up to Rs 799. Any consumer can afford it. What happens during slowdowns is that makeup product picks up. So we are hoping for good numbers.”

The digital ad film 

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