Comprising of a selection of handcrafted bathing bars, Soap Story is designed to build upon its nature-inspired product range by combining unusual fragrance profiles to appeal to the burgeoning beauty and wellness industry in India.
Lather it up
The newest contribution to Nykaa’s collection of brands comes in eight different variants. The bathing bars feature different colours, scents and benefits. The range consists of: coffee and cocoa butter, brown sugar and almond oil, sandalwood and blackened vanilla, tea tree and aloe, charcoal and green tea, rose and almond, lavender and chamomile, and argan oil and mango butter.
Established in April 2012, Nykaa has fast become one of the leading beauty retailers in India by tapping into the country’s growing demand for a comprehensive selection of bath and body, make up, skin care, hair care, luxury and wellness goods, and fragrances for both men and women.
Building an authentic brand
Focusing on authenticity, Nykaa's online brand message emphasises: “We NEVER source anything from the ‘grey market’, choosing to only offer products that are 100% authentic, sourced directly from the brands or authorised distributors.”
This extends to the “entire value chain, from product sourcing to final sale to ensure that no fake products are sold”, Nykaa continued to say on its website.
This is an approach that Nykaa has adopted for the entire supply chain and operation side of the business as “it has strived to set the benchmark in product quality control so that customers are assured of receiving 100% genuine and fresh products sourced directly from manufacturers or their authorized distributors,” the brand added.
Choosing to adopt an omnichannel approach, Nykaa has grown through its Beauty Book blog; social media platforms on Facebook, Instagram and YouTube; ‘experts online’ advice segment; virtual makeover tool; and brick-and-mortar Luxe and On Trend stores in India.
This contemporary and comprehensive marketing strategy, which prioritises making connections both online and offline, enables Nykaa to target and reach a wide audience base, encourage strong engagement and achieve long-lasting loyalty.
Natural in India
Consumer demand for the use of natural ingredients in beauty products in India has grown. In April 2017, CDA reported that the focus on attaining a healthy lifestyle has been a key driver of this emphasis on environmentally-friendly cosmetics.
Global intelligence provider, Mintel, found that while this interest is present, proactive moves to explore healthy versions of buyers' favourite purchases are limited. As a result, it is up to brands to appeal to consumers' curiosity through innovative and captivating creations.