Nykaa celebrates International Women's Day with pop up beauty event

For International Women’s Day, Nykaa has launched the “Celebrate Women’s Day with Nykaa” campaign and is hosting a pop-up beauty event in Mumbai’s Lower Parel this week.

Nykaa has launched the “Celebrate Women’s Day with Nykaa” campaign - Nykaa- Facebook

From March 6 to 11 in Mumbai’s Lower Parel district, Nykaa are hosting a pop up beauty event to coincide with International Women’s Day on March 8. Nykaa, which started as and remains mostly an e-commerce beauty platform, has been slowly expanding offline with pop up stores and small consignments and this event also aims to glean some offline customers.

As part of the event, there is a wellness section devoted to health, fitness, and mental health and a skin analysis session will also be available to customers. The skin analysis will recommend foundation shades and specialised skin care tips. A nail art section will offer manicures and showcase Nykaa’s range of nail polishes. Makeovers will also be available for visitors to demonstrate current makeup trends and allow visitors to try out new looks with products all available on Nykaa’s e-commerce platform.

As Women’s Day has become both more well-known and indeed more commercial in India, an array of Indian fashion and beauty brands are currently running women’s themed promotions, such as Myntra and Amazon India among others.

Alongside the Women’s Day week-long event, Nykaa also launched a new series of videos this week to promote its own brand line of lipsticks. The “Tinderella” video series sees a relatable young woman on a quest for love and, although she is unsuccessful, always manages to find the right lipstick. The video series’ tagline, “right lipstick wrong guy”, aims to be a light-hearted and fun way to showcase Nykaa’s private label brand which is very popular for its affordable pricing. Both Nykaa’s pop up shop and video series see the brand broadening its reach and engaging new customers edging towards an omni-channel approach.

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