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Nykaa: Beauty Content Strategy Overview

Nykaa, founded in 2012 by Falguni Nayar, is a leading Indian beauty and fashion brand that combines online shopping with engaging content like tutorials and influencer videos. The brand focuses on beauty education, trend spotting, and community building across various platforms, utilizing formats such as Instagram Reels and YouTube tutorials. Ongoing campaigns and influencer collaborations help maintain relevance and engagement, while insights suggest areas for improvement in content frequency and interaction.

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lavanyajshetty627
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49 views10 pages

Nykaa: Beauty Content Strategy Overview

Nykaa, founded in 2012 by Falguni Nayar, is a leading Indian beauty and fashion brand that combines online shopping with engaging content like tutorials and influencer videos. The brand focuses on beauty education, trend spotting, and community building across various platforms, utilizing formats such as Instagram Reels and YouTube tutorials. Ongoing campaigns and influencer collaborations help maintain relevance and engagement, while insights suggest areas for improvement in content frequency and interaction.

Uploaded by

lavanyajshetty627
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as ODP, PDF, TXT or read online on Scribd

Your Beauty. Our Passion.

INTRODUCTION
• Nykaa was started in 2012 by Falguni Nayar, a former banker.
•
• It is a popular Indian brand for beauty, wellness, and fashion products.
•
• Nykaa works mainly online but also has many stores across India.
•
• It shares useful content like tips, tutorials, and influencer videos to help customers.
•
• Nykaa is known for mixing shopping with content, making it easy and fun for customers to
choose products.
BRAND'S CONTENT PILLARS
💄 Beauty Education
• Tutorials and product guides inform and empower consumers. Nykaa shares makeup tips,
skincare routines, and product demos to help users make confident beauty choices
•
🌟 Trend Spotting
• Nykaa highlights new product launches, seasonal trends, and the latest in beauty
innovation to keep its audience updated and inspired.

❤️ Community Building
• Engaging and inclusive content fosters a loyal beauty community. Through user-generated
content, reviews, and interactive posts, Nykaa creates a space where everyone feels seen
and heard.
PLATFORM STRATERGY COMPARISON
PLATFORM ●
CONTENT TYPE ●
TONE AND PURPOSE

Reels (hacks/GRWM),
Instagram carousels (tips), stories. Trendy, interactive, visually rich

Tutorials, reviews, influencer Long-form, instructional,


Youtube features, Luxe aspirational

Corporate news, leadership,


Linkdin hiring, milestones Professional, achievement-oriented

Blog/Beauty Guides, masterclasses, Deep-dive educational content


Book campaigns
Viral or Noteworthy Content
Nykaa Hot Pink Sale Influencer Reel
Why It Went Viral:
§ Leveraged the hype around Nykaa’s Pink-themed
mega sale (e.g., “Hot Pink Sale”) featuring
Bollywood nostalgia with big names like
Mallika Sherawat, Amrita Rao, and Zayed
Khan
§ Branded visuals, popular music, and a haul-style
format that strongly resonated with followers.
§ Resulted in exponential reach and engagement,
thanks to the strong brand event and
influencer amplification.
[Link]
Nykaa – competitors
● The top 10 nykaa cosmetic competitors are as follows

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ONGOING CAMPAIGNS AND TOOLS
Seasonal Campaigns
Special promotions during festivals and
holidays.
Influencer
Series
Collaborations with beauty creators for product
features.

Reels and
Primary formats for
Carousels
product demonstrations
and tips.
ü Nykaa consistently runs seasonal campaigns and ongoing series
with influencers, leveraging popular formats like Instagram
Reels and carousels for maximum engagement. This keeps
their content fresh and relevant to trending topics and
Quantitative snapshot

●
Youtube( Nyk
Metrics ●
Instagram ●
Linkedin
aa Tv)
Followers 2.8million 1.1 million 260k
●
15,000–30,000 ●
1,000–3,000
Avg,Likes/Post ●
Comments: 3k- 10k ●
Comments:
200–600 50–100
Popular #makeupwithN #nykaaCosme
#nykaaBeauty
Hastags ykaa tics
●
Insights and Recommendation
What’s Working Well:
•Reels with influencers get high
engagement
•YouTube videos like Top 5 Lipsticks Under
₹500”

Where They Can Improve:


•Post more regularly on LinkedIn
•Add more fun/trendy content on
Instagram
•Reply more to comments and DMs

New Campaign Idea: Behind the Glow


•Short vides of users/influencers sharing
beauty journeys
•Mix of storytelling + product use
•Builds emotional connection and
encourages user content
THANK YOU

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