Vumonic Datalabs looked at Maybelline New York's performance on the beauty retail platform Nykaa during July-September 2023 which was noteworthy, showcasing its strong market presence and consumer appeal. Here's a closer look at the insights and what they signify.
A significant highlight was the Hot Pink Sale in the third week of July, during which nearly 20% of Maybelline's total sales occurred. This surge underscores the effectiveness of well-timed sales events and Maybelline's strategic participation in them.
The average order value for Maybelline products was around 400 INR, balanced with an average discount of about 120 INR. This pricing strategy effectively marries affordability with perceived value, making Maybelline products accessible while maintaining brand prestige.
The period's most popular products were 'The Colossal Mascara Waterproof', 'Hyper Curl Mascara', 'The Colossal Kajal 24 Hour Smudge Proof', 'Sensational Liquid Matte Lipstick', and 'Fit Me Matte + Poreless Primer Mini'. This range indicates Maybelline's ability to cater to diverse cosmetic needs and preferences.
On average, each user placed about 2 orders per month during this timeframe, a clear indicator of strong brand loyalty and high customer satisfaction.
Maybelline's sales data on Nykaa from July to September 2023 highlights its effective marketing, pricing strategies, and product appeal. The brand's ability to engage a younger demographic and create loyalty through quality and strategic sales events sets a benchmark in the beauty industry.
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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: 18 January 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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