As the beauty and personal care industry continues to boom, brands like Mamaearth are making significant strides, especially on popular platforms like Nykaa. Vumonic Datalabs looked into Mamaearth's performance during the October to December quarter of 2023, highlighting the impact of Nykaa's Pink Friday Sale. This blog sheds light on the data, analysing sales trends, consumer behaviour, and the products that stole the spotlight.
Nykaa's Pink Friday Sale, a much-anticipated event in November, proved to be a game-changer for Mamaearth. Remarkably, the sale contributed to almost 40% of Mamaearth's total sales for the quarter. This surge underscores the power of strategic sales events in driving brand performance and consumer engagement.
Interestingly, the average order value (AOV) saw a modest increase during the sale period, from INR 290 in October to INR 310 in November. This slight uptick suggests that while consumers were keen to take advantage of the sale, their purchasing patterns remained relatively consistent in terms of value.
A significant factor contributing to the sale's success was the increase in the average discount, which saw a nearly 20% rise during November. The discount value jumped from 140 INR in October to 170 INR in the sale month, making the deals more attractive to consumers and likely driving higher sales volumes.
The quarter saw a diverse range of Mamaearth products emerging as favourites among consumers. The top-selling items included:
The Pink Friday Sale's impact on Mamaearth's sales on Nykaa offers valuable insights into consumer behaviour and the effectiveness of sales events. The slight increase in the average order value, coupled with a substantial rise in the average discount, underscores the strategic importance of such events. Furthermore, the popularity of specific products during this period highlights consumer preferences and can guide future inventory and marketing strategies. As brands and platforms alike strive to optimise their sales strategies, the lessons from Mamaearth’s performance during this quarter are sure to resonate widely.
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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: 27 February 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.
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