The fashion industry was among the several industries that were whacked by the economic repercussions of the Coronavirus pandemic that spread like a bushfire across the globe in early 2020. Within a few months, the demands and priorities of the consumers changed with the ‘new normal’ lifestyle that restricted to working from home and maintaining a distance of 2 meters to avoid contracting the deadly virus. From buying eyeliners, lipsticks to blushes, people started investing in sanitizers, masks, body shields, and hand gloves.
With the shift in customers’ demands, the entire beauty industry quickly adapted to the new normal and paced up the production of items that were necessary for the shoppers. But as the pandemic showed no signs of ebbing and the people were confined to the four walls of their house, consumers switched to new products – skincare items such as Niacinamide serum, Retinol cream, and hyaluronic acid, to name a few, to kill time at home. All this while, Myntra understood the new demands of its shoppers and started offering a variety of products in the beauty and skincare segment. Over a year, Myntra which is mainly known for selling some of the best-branded clothes, introduced more than 100 beauty and personal care brands to its BPC collection. With this addition, Myntra now has more than 600 domestic and international brands in the BCP category. Some of these premium brands are Benefit Cosmetics, Bath & Body Works, Smashbox, and Minimalist, Nyka, SUGAR, M.A.C, Miss Claire, Bobbi Brown, basic are, Bambo Nature, Biotique, Lotus Herbals, Love Beauty & Planet, Mirah Belle, MCaffeine, Kaya Skin Clinic, Khadi Natural, MISS ROSE, PLUM, Oriental Botniacs, Nisha, PAC, WOW SKIN SCIENCE, VLCC, others. In the words of Ayyappan Rajagopal, head of business, Myntra, “Beauty and personal care witnessed strong demand during the pandemic, as shoppers preferred the convenience of shopping them online. We doubled our customer base for the category in the last two quarters of last year and added about 100 new brands to our portfolio in the last six months.” Myntra also recently unveiled a peppy campaign starring Bollywood actress Disha Patani, to launch a fresh beauty destination for makeup lovers - Myntra Beauty. The brand campaign was created to deliver two strong messages. The first is ‘When it comes to beauty, there are no rules. And second ‘Myntra is the new beauty expert!’ With Disha as the star campaigner, Myntra’s aimed to inspire and reach out to maximum makeup lovers across the country. In Disha Patani’s words, “I am truly delighted to be the bridge between India’s greatest destination for style and those who wish to experiment with makeup and skincare while taking their beauty game a notch higher. I have always considered quality and simplicity in my approach to skincare, values that Myntra shares too with its selection of high-quality products for every individual.” Watch the ad campaign featuring Bollywood diva Disha Patani. Coming to the surging growth of the beauty industry, as per a report by the Indian Beauty & Hygiene Association (IBHA), the Indian BPC market is likely to witness a growth of up to billion by 2021, and Myntra aims to invest heavily in the segment to reach out to a maximum number of beauty and skincare shoppers.
Source: https://uberant.com/article/1816712-myntras-beauty-and-personal-care-segment-witnesses-mammoth-growth-in-last-2-yrs/
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