Dot & Key's Remarkable Sales Growth, AOV and Best-Selling Products on Nykaa from Oct - Dec 2023

In the bustling world of beauty and skincare, Dot & Key stands out as a brand that has captured the hearts of many. Vumonic Datalabs recent analysis of Dot & Key's sales on Nykaa for the final quarter of 2023 reveals fascinating insights, especially during the much-anticipated Pink Friday Sale in November. Let's dive into the data to uncover the trends, preferences, and patterns that defined Dot & Key's journey on Nykaa during these months.

According to Nykaa’s Q3 FY 2024 results, Dot & Key had hit a Rs. 500 crore mark.

Dot & Key Sales Performance during Nykaa’s Pink Friday Sale

An impressive 30% of Dot & Key's sales came from Nykaa’s Pink Friday Sale in November. This significant figure not only highlights the popularity of the sale but also underscores the brand's strong appeal during major discount events. It's clear that consumers eagerly await these sales to grab their favourite products at unbeatable prices.

Average Order Value and Average User Discount on Dot & Key

The average order value for Dot & Key products during this period hovered around 270 INR, presenting an affordable price range for a wide array of consumers. However, the dynamics of discounts offered during these months painted an intriguing picture. October saw an average discount of around 110 INR, which leaped by 45% to 160 INR during the Pink Friday Sale in November. 

Top Selling Products of Dot & Key on Nykaa

Dot & Key's product range boasts of efficacy and innovation, with several standouts making the top of the sales charts. The Face Cream and Tinted Lip Balm were consumer favourites, alongside the Vitamin C+E Sunscreen and Moisturiser, highlighting a trend towards products that offer both nourishment and protection against environmental stressors. 

Top Selling Cities for Dot & Key

The sales data also sheds light on geographic preferences, with Bengaluru emerging as one of the top cities for Dot & Key sales. However, the brand's appeal was not limited to one region, as it saw significant traction in Delhi, Bengaluru, Mumbai, Pune, and Kolkata. This widespread popularity indicates Dot & Key's successful penetration across diverse consumer bases in India's major urban centres.

Conclusion

The insights from Vumonic Datalabs' analysis for October-December 2023 offer a window into the evolving preferences and behaviours of skincare enthusiasts shopping on Nykaa. Dot & Key’s strategic participation in Nykaa's Pink Friday Sale, coupled with its focus on creating products that resonate with consumer needs, has evidently paid off. As the brand continues to grow, it will be interesting to see how it adapts and innovates to meet the dynamic demands of the beauty and skincare market.

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Disclaimer: The information provided in this blog is based on the data analysis conducted by Vumonic Datalabs and is subject to market dynamics and fluctuations. 

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Written by: Samiksha Mulik

Date: 5 March 2024

Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer,  business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.