Nykaa's content play to engage with consumers during Covid-19 crisis

To best serve customers in times of the Covid-19 pandemic and the consequent lockdown, and reflect the need of the hour, beauty and lifestyle retailer Nykaa is focusing on wellness, fitness and DIY content as well as conversations with leading influencers. The change in focus has resulted in increased engagement across all Nykaa’s content platforms, including social media, Nykaa TV, emailers and the user-generated community platform, Nykaa Network.

Through its Instagram handles, Nykaa focused on lives and takeovers, engaging with experts across various fields. Focusing on self-care and wellness conversations, fitness expert Anshuka Parwani, nutritionist Suman Agarwal and dermatologist Dr Apratim Goel spoke on fitness, nutrition and skincare routines. With everyone adjusting their lifestyles in the lockdown, industry influencers such as fashion designer Masaba, model Diva Dhawan, fashion icon Pernia Quereshi, celebrity stylist Anaita Shroff Adajania took followers through their new lockdown routines. Celebrity hairstylist Amit Thakur spoke to the male customers about their hair concerns. There was live interactions with actor Shibani Dandekar, celebrity makeup artist Namrata Soni and celebrity stylist Esha Amin.

Nykaa’s YouTube channel Nykaa TV saw a 120% increase in watch time during this time compared to average days, through a focus on upskilling customers during the lockdown with makeup, skincare and haircare classes. The channel also launched the ‘Beauty On Duty’ show to collate and answer community questions on YouTube stories. Nykaa Network, the user-generated community platform which focuses on community-led solutions for queries, saw users create awareness of the pandemic by answering questions to help people not just cope but also to uplift their spirits. The platform also launched weekly challenges and contests to keep the audiences engaged, resulting in a 3X increase in the new monthly subscribers as compared to average.

Nykaa recently launched on Tiktok with the popular drop-the-brush challenge. On the mailers, the change in logo symbolised a simple communication on safety and care where Nykaa’s tagline ‘Your Beauty. Our Passion’ was replaced by ‘Your Safety. Our Passion’. Nykaa Beauty Book has on demand featured more content on at-home DIYs such as hair colour, hair styling, hair trimming, makeup hacks, skincare routines, expert advice, detox and de-stress routines, etc.

According to Madhavi Irani, Chief Officer, Content, Nykaa, “As a leading beauty and lifestyle influencer, it is our responsibility to curate our channels that have a cumulative community of 10.7 million+ followers to offer sensitive, relevant and user-friendly content during the lockdown. We feel it is important now more than ever to engage with followers with relevant conversations, especially interactions with experts across wellness, self-care, mental well-being and fitness.”