Corporate Public Relations / February 26, 2024
Building trust on shopping cosmetics online
Context
Number 1 online beauty brand selling to almost too more than 10,000 zip codes
Communication’s narrative
To create a high impact corporate PR program. Nykaa had collaborated with WBS at its nascent stage when it was getting immense traction in the “consumer” segment of the media but not in the corporate domain. They wanted a strong presence in the corporate segment to connect with the stakeholders and to propel its growth in becoming “the number 1 beauty destination” of India.
Our Strategy
We knew that we had to create a lasting impression of Nykaa and its founder Ms. Falguni Nayar in front of its stake holders. Ms. Nayar’s image was of a banker who had started a “start-up”, whereas we had to assure that the journalists do not dismiss her as an entrepreneur who would later let her company been taken over by a big giant but a visionary who was striving towards becoming a leader national and internationally. The team had to assure that Nykaa is not just presented as an e-commerce brand but also as a company which is equally focusing on the brick and mortar stores and is working towards building its own in-house products.
The “Solution”
The team lined up relationship building meetings of Ms. Falguni Nayar, Founder at Nykaa with the senior journalists where we made her discuss the vision and the expansion plans of the company. She stressed upon her strategy of amalgamating luxurious products along with non-premium products in one click.
Outcome
Nykaa is no more relegated to a start-up but has graduated to a curated beauty brand that has become a household name. It is being visited by not just an HNI but by an aspiring tier-II girl as well. International brands like NYX entered India by exclusively retailing on Nykaa. Ms. Falguni Nayar is now a successful entrepreneur who is being consulted by various publications for their in-house awards, Forbes is one such publication which consults Ms. Nayar for 30 Under 30 Asia.
