Nykaa TV (the video platform for Nykaa) recently grew its YouTube subscriber base to 1 million subscribers

Nykaa's YouTube channel Nykaa TV saw a 120% increase in watch time during this time. Nykaa Network launched weekly challenges and contests to keep the audiences engaged, resulting in a 3X increase in new monthly subscribers

In a most recent case, Nykaa took to influencer marketing to create buzz around the launch of its latest product Clay it Cool mask. The brand collaborated with influencers with a following less than five lakh and was able to garner a reach of more than three million in days from a media value pegged between Rs 5-7 lakh

Content contributes 2.5% to the GMV (gross merchandise volume) of Nykaa, with the average order value of content consumers being 15% higher than non-consumers

On an average 40,000 active weekly users engage on the Nykaa Network. Expert Lives on the platform see traffic of 20,000 users in a span of just two hours. The platform has over 1,00,000 answers to 50,000 questions

In special category awards, Nykaa awarded for ‘Carving out a Niche' while AMFI awarded for ‘Breathing New Life into a Category'

Irani talked about how Nykaa increased its sales through content marketing initiatives, dynamism in the space, trends, her thoughts on the changing consumer behaviour and partnering with external content creators

The online cosmetics and beauty store will celebrate powerful stories of women, brought to life with Netflix's upcoming films Gunjan Saxena: The Kargil Girl, Dolly Kitty Aur Woh Chamakte Sitare and series Masaba Masaba

For the beauty brand, the creation and consumption of content isn't the end game and a much more challenging affair. Not only does it need to complement the brand's commercial interests, but also provide its customers with a brand-agnostic, educational experience of beauty

The film is set against the backdrop of Karva Chauth, and showcases the start of a new tradition, one with a deeper meaning

Madhavi Irani, Chief Content Officer of the online platform, tells BuzzInContent that in three months, over 200,000 subscribers have signed up for the Network where they can be updated with latest beauty trends

BuzzInContent has compiled a list of five content-led campaigns created by Nykaa, Johnson's, Titan, Wakefit.co and Netflix India

Madhavi Irani, Chief Officer - Content, Nykaa, writes about Intelligent Content, a way of thinking through the way content is organised and managed

While the first is a film featuring athlete Ayesha Billimoria, other films will feature Vedika Agarwal of NGO Yein Udaan; plus size models and influencers Varshita Tharaney and Sakshi Sindhwani, Airbus A320 Pilot Ritu Rathee Taneja and actress Tripti Dimri

The brand did a rapid-fire video with Kareen Kapoor and Saif Ali Khan. Through the influencer collaboration, the brand garnered over 4.7 million reach in a media value estimated between Rs 30-40 lakh

The influencer activity has garnered more than 5.5 million reach in an estimated media value of Rs 15 lakh

With 28 mn followers on Instagram, Leone invited all makeup artists to be part of a campaign and secured a reach of 14 mn with over 5.5 lakh views on the video she posted

ASCI's bid to frame guidelines for social media influencers promoting brands and products has created a buzz. BuzzInContent.com talks to experts to find out if this move would force brands to withdraw from such paid partnerships