India's first ever beauty festival, by Nykaa and BookMyShow Live, saw close to 80 brands showcasing their products. Is offline engagement key to a loyal audience, in the face of growing competition?
Over the last weekend, Mumbai’s Mahalakshmi Racecourse was engulfed in a sea of pink. The first-ever beauty festival in India, Nykaaland, featured brand booths, along with masterclasses, interactive games, installations, music, food and more. About 15,000 beauty enthusiasts, including makeup artists, content creators and others, visited the two-day event.
Co-produced by beauty giant Nykaa and entertainment platform BookMyShow Live, Nykaaland saw 80 local and international brands at the festival, inviting attendees to interact with their products. Almost 100,000 samples were distributed. Close to 5,000 participants attended 12 masterclasses hosted by industry experts such as Baltasar Gonzalez Pinel, Daniel Bauer, Namrata Soni, Sandhya Shekar and Mickey Contractor. Acclaimed American makeup artist Mario Dedivanonic brought his masterclass to India for the first time at the festival.