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Published
Jan 18, 2022
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Nykaa launches new live shopping series

Published
Jan 18, 2022

Multi-brand beauty business Nykaa has launched a new series of live online shopping events to enable its mobile app users to buy products used by influencers in real timeas the business embraces live shopping. 

Nykaa is embracing live shopping to drive sales - Nykaa- Facebook


The series will launch with the brand’s ‘Nykaa Army’ of influencers on January 18 at 5pm with a tutorial by beauty influencer and Nykaa marketing executive Vaishvi Adani, Nykaa announced on Facebook. Adani will show viewers how to create a ‘subtle day glam makeup look’ using products available to buy on Nykaa’s shopping app which can be purchased whilst they watch the tutorial. 
 
On January 19, beauty influencer Jenifer Karai Irani will present the ‘best body care products for winter’ and on January 20, Zaara Dastur will test ‘viral Instagram makeup hacks’. Finally, on January 21, Zoya Petiwala will present a tutorial for a ‘quick and easy makeup look’. 

Live shopping, a very popular shopping format in China, is swiftly gaining traction in India. Nykaa is embracing the format and using live shopping videos to drive traffic to its mobile shopping app. By showcasing how products work in tutorials, customers are empowered to try new goods and harnessing the influence of online personalities utilises the trust they have built up with their fan bases for endorsing products.  
 
The business also offers time sensitive discounts to add a sense of urgency for viewers of live shopping sessions, further encouraging them to purchase items.

As viewers can ask questions and interact, the social aspect of live shopping adds a sense of community and exclusivity. With retail restrictions returning to brick-and-mortar stores, online shopping events and promotions will become even more important for driving sales.  

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