Nykaa- Mumbai-based, online multi-brand beauty retailer store selling cosmetics and wellness products that started in April, 2012 has finally come up to the heart of Rajasthan, Pink City. Nykaa inaugurated its 11th physical retail store in Jaipur in the year 2017 and has now extended it to Nykaa Luxe for the luxury beauty products. It is located at the ground floor of Kamani Mansion, MI Road, Jaipur.
Nykaa as a brand was found by Falguni Nayar, a former investment banker after she got inspired by the idea of Sephora. The main agenda and objective of Nykaa was to create a brand that embodies the spirit of the modern Indian women. The brand was initially making its business through its digital platform and now has opened around 25 physical retail outlets proving that the Indian audience, belonging to small towns or metropolitan cities does not hesitate in spending for expensive cosmetics and wellness products if they trust the retailer completely. The brand has built a strong brand-image by delivering 100% genuine products in their target audience's eyes and the same helped in attracting the potential customers. Word of mouth has played a very vital role for the brand promotion. Nykaa has gained trust by not only delivering the best to its customers but also working upon the continuous feedback and having a firm belief in continuous improvement.
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| Brand logo for Nykaa |
Nykaa, as a trustworthy brand is extremely creative in terms of designing the stores, products, packaging or developing strategies for their customers to stay loyal and keep coming back. The new logo of the brand was launched in 2014 at the Nykaa Femina Beauty Awards. The color scheme of the brand was thought upon and carefully chosen. The Nykaa pink defines the color that looks aesthetic and is deeply connected to the roots of India while portraying the empowered women of the nation. The brand has created a vivid and fluid brand aesthetic for various platforms including the offline retail stores.
Jaipur outlet of Nykaa has been one of the most finely designed stores of Nykaa that is pretty much different from the rest of the outlets across India. It is designed to evoke positive emotions and give buyers and users a very unique shopping experience. While promoting the Jaipur retail store, Nykaa wrote on Facebook, "We've arrived at Jaipur, the city named after our favorite color! Pastel hues, floral wallpapers, a palatial touch and lots of beauty products." describing how the idea of pastels and flora perfectly blended with the royal touch and feel of the Pink City.
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| Entrance of Nykaa on Trend, Jaipur |
The entrance of the retail store has followed the color theme of the brand very effectively by using the matte black and peach hues with the perfectly defined pink logo of Nykaa. The two pillars at the ingress give a very princely feeling to the customers. As bright as it looks on outside, the interiors of the store have a more natural touch giving the overall ambiance a dramatic appearance.
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| Earthy corner of the store |
The colors of the walls give an exotic angle to the overall display of the store. An exquisite vibe is followed by the pearly white marble floor with the well lit golden ceiling of the store. There are two walls depicting the grandeur of the royal city painted in the earthy shades- grey and olive green. On the other side of the stores are two finely crafted walls in light pink covered with murals of leaves, flowers and trees giving the store a touch of reality that is extremely close to nature. The playfulness in the air is added with a huge mirror on the wall, a dressing table and floral paintings hung on the adjacent walls. The cosmetics are displayed in a very systematic manner kept in the closet and around the table giving the customers a very unique and comfortable shopping experience. There are try-on beauty products that are placed on the dressing table including wide range of face-masks and Korean beauty regime.
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| Cinderella's closet of wellness at Nykaa |
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| The charm of the store |
Nykaa has a well defined 360-degree approach of winning their audience's heart and minds by keeping them satisfied during their shopping experience from both online and offline retail stores. The use of art and creativity has established the dynamism and beauty of the brand as a whole. There has been a huge set of customers getting attracted by the uniquely designed Pink City store at the most loved and visited locations of Jaipur. The walled city has indeed added a charming piece of art to give its visitors a reason to feel happy and satisfied.
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