ITV

Tag: International Brands

  • Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions

    Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions

    Mumbai: Myntra continues to record strong demand within the Beauty and Personal Care (BPC) sector, as beauty enthusiasts flank the platform for its assortment of leading homegrown and international brands, compelling value offers and its seamless tech-first end-to-end shopping journey. Riding on this strong demand, the platform has enhanced its Virtual Try-On feature, an offering that leverages Augmented Reality (AR) and Virtual Reality (VR) to personalize and improve the end-to-end shopping journey on the platform, enabling customers to discover and purchase the perfect shade across makeup categories. The feature on Myntra Beauty has enabled a 1.5X jump in consideration and 2X jump in conversion on the Makeup category styles using this feature on the platform.

    The Virtual Try-On feature has now also been extended to Makeup categories like lipstick, blush, eyeliner, eyeshadow, mascara, foundation, Contour, highlighter, and concealers, among others. The cutting-edge feature, working with ModiFace, an enterprise that solves for Augmented Reality (AR) technology in the beauty industry, has 11 Makeup brands live on Myntra with over 3000 styles, which include the likes of Lakme, Maybelline, M.A.C, L’Oreal Paris, NYX Professional Makeup, SUGAR, Faces Canada, Colorbar, among others. Lipsticks and Foundations were the most virtually tried products on Myntra Beauty. Technology also plays an imperative role in Myntra’s Beauty charter to enhance the overall experience with compelling features such as the Assisted selling tools like the AI Skin Analyzer (Skin and Hair) and Product Finder to truly simplify and personalize the shopping journey.  

    With a catalogue of a diverse range of more than 90000 SKUs across more than 1500 sought-after brands, Myntra’s BPC portfolio also includes more than 200 international brands, catering specifically to existing and emerging consumer needs and niches. Some of the popular brands on the platform include NYX Professional Makeup, Victoria’s Secret, Makeup Revolution London, Armani, Bath and Body Works, L’Oreal Paris, Lakme, Maybelline New York, Shiseido, Forest Essentials, M.A.C, and Phillips, among others.  

    Leading brands across the world continue to choose Myntra Beauty as the partner of choice to foray into the Indian market, with the likes of NYX Professional Makeup, Barry M, Jeffree Star Cosmetics, Caudalie, Etude, Benefit Cosmetics, Freeman, Paco Rabbane, Juice Beauty, Carolina Herrera, and Neal’s Yard Remedies having already impactfully reached Indian consumers via cohesive associations with the platform. Some of the recently on boarded brands include Victoria’s Secret, Farmacy, Olaplex, Sebastian Professional, among others. With D2C brands steadily gaining mindshare with beauty aficionados, Myntra Beauty has also enabled new age consumer brands in their growth journey, with brands like Plum, Foxtale, Villain, Minimalist, Renee, Arata, Sunscoop, Chemist at play, The Derma Co., MyGlamm, MARS and Re’equil, growing upwards of 80 per cent YoY on Myntra Beauty.

    Over the last year, Myntra Beauty has also witnessed a notable surge in men’s beauty and personal care purchases, particularly in self-skincare, acne and pimple care, hair removal spray, ingredients-led products like serum, face wash, and body wash, as well as foundation and concealer, with sheet masks for hydration and glowing skin also gaining popularity. Through the year, Myntra Beauty witnessed a 200 per cent YoY growth in men buying skincare products. As one of the few shopping destinations that has a healthy rate of fashion-forward, metrosexual male shoppers that flank the platform, Myntra observed men’s grooming trends such as a focus on hair removal and personal hygiene, a growing interest in skin minimalism, and an increasing popularity of DIY face masks, among others.

    Myntra Beauty has witnessed a 4X growth in selection in the last three years, with the platform constantly looking to strengthen its position as one of the go-to destinations for beauty, skincare, and personal care in the country, encouraging customers to ‘find their own beauty’. Emerging as one of the key players in India’s burgeoning beauty market, Myntra Beauty grew a whopping 3X of the market in 2023, with a high repeat rate on the platform. 

  • Nykaa launches ‘The Global Store’ to offer international beauty brands in India

    Nykaa launches ‘The Global Store’ to offer international beauty brands in India

    KOLKATA: Beauty and fashion e-commerce platform Nykaa has recently launched The Global Store (TGS), which aims to bring international beauty brands to Indian consumers through a cross-border e-commerce platform. TGS can be easily and exclusively accessed through the Nykaa mobile application.

    The brands endeavour to be fully compliant with all Indian e-commerce regulations on imports and will display one all-inclusive price, that is inclusive of all customs, duties, and taxes. Customers will be required to provide KYC details as per the applicable government regulations. Orders will be shipped and delivered within seven to 20 days from the offshore fulfillment centre, directly to the customers’ doorstep

    Through TGS, Nykaa brings a strong network of authorized retailers of international brands to India. In order to deliver its promise of authenticity, Nykaa will accredit only a single vendor to each brand.

    The platform offers labels from countries across the world including the US, South Korea, Finland, Australia, and Dubai, among others. These brands have been carefully selected and chosen based on global trends. The focus has been on specific skincare concerns, artisanal beauty, mineral-based makeup, plant-powered haircare, and science-based clean beauty.

    Some of the prominent brands on TGS include the recently launched brand Dr Barbara Sturm (luxury skincare that combines the power of ingredient science and potent plant extracts for a #SturmGlow), Pur Cosmetics (mineral-based makeup and skincare solutions- Cosmetify’s Hottest Brands of 2020), Butter London (multiple award-winning nail products that are formulated with clean ingredients), Cosmedix Skincare (luxe clean skincare line with celebrity followers like Kim Kardashian, Hailey Beiber, Victoria Beckham, Demi Moore), Erno Laszlo Skincare (clean science luxury skincare, considered to be Marilyn Monroe & Audrey Hepburn’s secret beauty weapon), Rahua (high-quality haircare products inspired by the Amazonian rainforest), and Rodial (global luxury skincare that offers targeted treatments) among others.

    Shedding more light on the newly launched platform, Nykaa spokesperson said, “We are thrilled to launch The Global Store on Nykaa. While we have witnessed the demand for a diverse range of international brands from consumers over time, these brands have faced multiple challenges in the past to enter the Indian market. This platform aims to effectively bridge the gap between global brands trying to tap the Indian market and customers who desire to shop for the best of the brands. Through The Global Store, Nykaa continues to empower its customers by democratizing the access to a host of international brands by giving choice, authenticity, and convenience.”