Mumbai, November 7, 2023: In a whirlwind of glamour, innovation, creativity, and entertainment, Nykaaland, India’s inaugural and most prestigious beauty festival, co-produced by Nykaa and BookMyShow Live, set a new benchmark for the beauty industry. Over two unforgettable days, the festival united beauty enthusiasts, industry influencers and prominent figures in a celebration of all things beautiful.
The attendance was nothing short of spectacular, with more than 15,000 people flocking to the festival grounds. Beauty aficionados from all corners of the nation converged to immerse themselves in an experience like no other. The festival played host to a stellar gathering of 800 influencers, makeup experts and key opinion leaders, adding a layer of expertise and inspiration that was unmatched.
One of the festival’s standout highlights was the extraordinary generosity of beauty brands. A staggering 100,000 samples were distributed, giving festival-goers the chance to explore, experiment, and discover an array of products. The learning opportunities at Nykaaland were a testament to its commitment to education. Close to 5,000 eager participants attended 12 Masterclasses hosted by industry experts such as Baltasar Gonzalez Pinel, Daniel Bauer, Namrata Soni, Sandhya Shekar and Mickey Contractor. Nykaaland was not just a festival but a content creation powerhouse, with more than 5,000 pieces of engaging and informative content generated during the event.
Celebrities lit up the festival with their star power. One of India’s biggest actors, Katrina Kaif, graced the event to launch her brand, Kay Beauty’s new eyeshadow palette, while National Award winner Kriti Sanon introduced her brand, Hyphen’s new lip balms at Nykaaland. Jim Sarbh joined the roster, launching Schwarzkopf Professional’s new brand film. Nykaa brand ambassador Janhavi Kapoor, along with Masaba Gupta and Nushrratt Bharuccha added to the glamour, making the opening night of Nykaaland an unforgettable affair.
Nykaaland introduced a host of “firsts” to the Indian beauty scene. Renowned makeup artist Mario Dedivanonic brought his much sought-after masterclass to India for the first time, offering a unique opportunity for aspiring makeup artists and enthusiasts. Urban Decay made an exclusive debut in the Indian market at Nykaaland and Bath & Body Works unveiled their most celebrated collection in India for the first time at the festival. Nyveda, Nykaa Naturals and Earth Rhythm also seized the opportunity to launch their products at Nykaaland, marking a significant moment in their journey.
As beauty enthusiasts had a ball at The Foundation hanger, featuring over 80 international and Indian iconic beauty brands and their extensive product ranges, the beats from The Spotlight stage and The Highlighter hanger kept everyone grooving as they shopped to their heart’s content. UK’s sensational pop icon HRVY and India’s most loved house music icon Ritviz along with DJ SA and DJ Ishani dropped some electrifying tunes that saw festival attendees vibing and swaying their hands, keeping the entertainment quotient top-notch and high through the festival.
The inauguration of Nykaaland also marks the foray of BookMyShow Live into yet another spectrum in an allied industry such as beauty, expanding the horizon of traditional live entertainment to curate a world of beauty that is engaging, immersive and speaks the language that consumers resonate with. With consumer-centricity at the core of events and IPs produced by BookMyShow, Nykaaland is no different! Partnering with Nykaa, the go-to platform for all things beauty for consumers and home to an impeccable roster of international and Indian beauty brands that are most sought-after, BookMyShow leveraged its expertise as an IP curator, creating the core concept and ethos of the festival, design aesthetics, culinary indulgence, programming and production of the festival. Another core aspect of bringing to life, this IP was introducing elements beyond the purchase of beauty products by creating various touchpoints of consumer experience on-ground through masterclasses, workshops, product launches, education, sustainable beauty and more, along with interludes of entertainment throughout. BookMyShow, India’s leading entertainment destination has been making compelling strides in India’s entertainment ecosystem through its live entertainment division BookMyShow Live across live music, comedy, performance, sports, theatricals and more. With Nykaaland, BookMyShow has expanded live entertainment’s potential into untapped segments like beauty in a first for India, as the pioneer of unparalleled out-of-home live entertainment experiences.
In conclusion, Nykaaland’s inaugural edition wasn’t just a success; it was a high-octane extravaganza that provided consumers with an unprecedented opportunity to dive headfirst into the world of beauty. Nykaaland’s journey was generously supported by RuPay as the Presenting Partner and the Singapore Tourism Board as the Destination Partner.
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