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It’s often said that beauty is in the eye of the beholder, and this rings true for how consumers in India today regard beauty products.
Amid growing interest in self-care, India’s beauty and personal care shoppers are no longer content with a “one-size-fits-all” approach. They’re looking for products tailored to their skin type and addressing specific needs like acne management and anti-ageing, fuelling the growth of an industry worth close to $21 billion. That’s why Nykaa, a leading beauty and personal care e-commerce retailer in India, is on a mission to help people discover products that suit their unique beauty needs.
Watch the video to hear Sudhansh Kumar, SVP of growth and digital marketing at Nykaa, share how the brand experimented with Performance Max to help shoppers find the right products for them. This drove 50% more acquisitions at defined cost per action targets for Nykaa, and improved its return on ad spend by 15%.