Nykaa brings Drew Barrymore’s FLOWER Beauty brand to India

February 16, 2019

Given the popularity of most film stars both from the India and Hollywood lending themselves to beauty and cosmetic products, not to be outdone, the latest one hitting the Indian shores is the exclusive launch by Nykaa of the cosmetics brand FLOWER Beauty by Drew Barrymore. A report:

Nykaa will soon introduce FLOWER Beauty by Drew Barrymore, renowned Hollywood actress, by mid-March this year. The products initially being introduced include FLOWER Pots Powder Blush, Shimmer & Shade Eye Shadow Palettes, and Lash Warrior Mascara. The range also consists of 24 eye-candy shades of Petal Pout Lip colour and six colours of Warrior Glitter Shadow which give the Indian woman so much to choose from all at a single go.

FLOWER Beauty has been crafted by Ms Barrymore and is based on her experience and working as a make-up artist. All of the products are cruelty-free, according to a company press release. The collection specifically aims at offering the best quality products in beauty at affordable price points. As Ms Barrymore herself puts it, beauty is for everyone and with the accessibility for everyone to avail of.

Nykaa.com is one of the well known online retailers that specialize in the sale of beauty, cosmetics and personal care products. Founded by Ms Falguni Nayar in 2015, Nykaa.com made a splash with the introduction of more than 400 brands on its e-commerce marketplace platform. The company has a wide range of cosmetic products priced to fit every lady’s purse. Recently, it roped in the Bollywood superstar Late Sridevi’s daughter Janhvi Kapoor as its brand ambassador, thus reinventing itself in the branding and marketing department.

Nykaa also upped the ante with its marketing moves through its association with Nykaa.com Femina Beauty Awards 2019. With a series of television commercials and the brand promotion moves, the company intends to expand the mind share and market share of its specialized e-commerce brand. These initiatives have been aimed at giving it a leg up at the national level for its products, accessories and services offerings.

Nykaa, however, has not restricted itself to just the fair sex but has moved beyond by giving men an opportunity to pamper themselves. Products on offer for men include from both national and international brands. This move has helped the company consolidate its leadership position in the market as being the one-stop shop for every cosmetics and personal care need of the Indian consumers—women as well as men. In the recent past, Nykaa has even grown in the offline world at a rapid pace with over 200 retail stores opened in India. It is already in the INR 1,000+ crore club of young corporates in India today. The company is said to be continuing its effort to enter new ventures or tie-ups and to introduce fresh brands in order to win a bigger consumer mind share.

The market make-up

The Indian cosmetic industry has been pegged at the whopping $6.5 billion during the year 2017-18 and continues to grow, according to the statistics published by Indian Mirror. The market for cosmetic brands is expanding with many new teenagers, young working women and men with high disposable incomes entering it. Besides this, various information sources such as entertainment, media, and tourism have given consumers a vivid exposure to various brands. The mushrooming of salons and spas too have provided an impetus to sophistication in grooming and well-coiffured look to adults—young and middle-aged.

Nykaa which began has a portal e-commerce brand housing a few beauty labels today stands tall within its 3-year stint of offering over 850-plus products targeted at both, women and men. Its offerings not only include cosmetic products, bathing products, and eyewear but also providing beauty tips to consumers. The latest collection, FLOWER Beauty will be distributed through its online stores as well as offline retail outlets in India. It has also been reported that with its plan to grow further Nykaa has sought to inject more capital to its venture with the assistant of Lighthouse Advisors. The fusion of funds has been pegged at INR 113 crore and to add at least 20 new brands under its belt.

The cosmetic and beauty house today has the exclusive distribution of brands such as Hermes Paris, Kevin Murphy, and Alma K. It also stocks other leading labels such as Tresemmé, Nickak, Clinique and Mac which have grown extremely popular in the urban metropolitans.

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