Nykaa Redesign

Increase GenZ user engagement for Nykaa

Overview

Nykaa is India’s leading beauty and personal care e-commerce & retail platform, offering a wide range of cosmetics, skincare, and wellness products.

Year

2023

Timeline

3 months (Oct 2023 - Dec 2023)

Timeline

6 months (Jan - Jun)

Client

Practice project in Lollypop Academy

Contribution

Including me

Business Goal

Design an AI-assisted image-annotation platform that non-technical users can operate confidently, producing production-grade datasets of 100k+ images with consistent labels, while cutting annotation time and cost by at least 50% by making AI do most of the work and humans focus on review/corrections.

Secondary Research Insights

3400+

Brands

Beauty and personal care brands, including international, luxe, FMCG, & D2C brands

source

154

Retail Stores

Offering a curated selection of authentic brands

source

~31.9 M

Gen Z

103 million total downloads out of which 31.9 was by Indian GenZ

source

~INR 9K

Annual Spend

Annual Spend by Nykaa average customer.

source

~92%

eCommerce Transactions

From Gen Z & Millennials representing 42% of the population

source

~92%

eCommerce Transactions

From Gen Z & Millennials representing 42% of the population

Nykaa & their business

Nykaa Cosmetics is a vibrant and dynamic brand, dedicated to providing the Indian consumer with on-trend, quality international formulations. Strong and scalable e-commerce platform.Offering a curated selection of 3,400+ authentic brands.

Nykaa encompasses makeup, skincare, haircare, bath and body, fragrance, grooming appliances, personal care, and health and wellness, ensuring a comprehensive and enjoyable shopping experience.

Nykaa focuses on Curation, Content & Convenience to bring customer delight, every step of the way.

Evolving Cunsumer Preference

Gen Z consumers are keen on experimenting, while millennials focus on sophisticated purchases. Customers are more willing to discover curated and differentiated offerings.

source

General Beauty & Personal care Industry in India

Scope of Nykaa in BPC in India

GenZ and their Buying Behaviour

Primary Research

Interviewed 30 Gen Z of Chennai city in India in a shopping mall who came to Nykaa store to purchase cosmetics

Key Insights

Tailored Beauty Needs

Consumers prioritize tailored beauty solutions addressing specific skin concerns, valuing effectiveness and convenience.

Social Influence Matters

Peer opinions and online influencers strongly shape beauty decisions, often outweighing traditional brand messaging.

Authenticity Over Hype

Disillusionment exists with overhyped brands, driving demand for authentic and demonstrably effective products.

Value & Convenience

Purchase decisions are significantly influenced by attractive offers and the ease of accessing beauty products.

Empowerment Through Beauty

Beauty products empower individuals to manage appearance concerns and serve as a vital tool for self-expression.

Skincare First Focus

Skincare is increasingly favored for daily routines, reflecting a focus on long-term skin health over heavy makeup.

Persona

21 years old | National Institute of Fashion Technology

About

Trisha from Mumbai passionate about expressing herself in different ways. She's tech-savvy and loves exploring the latest beauty trends on social media. Frequent online shopper with a specific interest in beauty products. Loves experimenting with new looks.

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