Nykaa launches Nykaa Network to boost interactivity

Nykaa, India’s leading beauty retailer, is now turning to innovations to attract new customers to its platform with the launch of its one of kind interactive beauty forum ‘Nykaa Network’. The company claims it to be the country’s first interactive beauty forum.
Nykaa launches Nykaa Network to boost interactivity - Nykaa

It will act as link to customers, where they can ask and answer beauty related questions, give and seek advice, discover trends and join beauty-centric conversations on topics of their interest, Nykaa said in a statement.

Additionally, they will also get video advice from India’s leading makeup, skin, hair and wellness experts.
As part of its content marketing strategy, Nykaa first launched a blog on the website following which it added the Nykaa YouTube channel. The Nykaa Network is the third launch by the online beauty platform as part of this strategy.
Chief Officer of Content, Madhavi Irani, said: “There has been no effort to push brand agendas or promote specific brands. The network subscriber base is a highly engaged cohort with more than 85 percent organic answers, and twice as many answers as questions. The brands are seeing the benefits, thanks to user-generated advocacy and conversations.”
“With Nykaa Network, we are offering our most passionate customers a platform to share their authentic, unbiased points of view, become an important part of the conversation and make more informed product choices,” added Irani.
Nykaa Network is divided into nine broad categories, including makeup, skincare, haircare, bridal, beauty and personal care with multiple drop downs. Nykaa claims that its ‘Network’ has close to 2, 50,000 subscribers with about 13,000 new members signing up every week.

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