Gender Fluidity
Vaishnavi Bijlani
When you take a look at the beauty and grooming industries specifically in India, it has always been associated with women as a whole.
Why does it have to be so gender conforming? Don’t we all need self-care and some personal grooming?
To spread the need of self-grooming and personal care for young Indian men, Nykaa repositions its platform to a gender inclusive brand.
Gender fluidity is not a new concept, especially in India. It has been seen in Indian mythology. Even in the older days, people in India dressed quite freely and it was not gendered. Only when the British colonised India is when things changed.
For many cultures across the world, history about gender fluidity was lost or silenced by colonialism. It brought a lot of shame and stigma. Due to which India’s beauty industries have been gender conforming for a long time. Gender Fluidity was only considered as a trend or a phase. In attempts to make the beauty industry more gender inclusive, I aim to target the Indian men.
Problem Statement: Due to lack of awareness, young Indian men do not realize the need of self grooming and personal care which leads to low self-esteem and self-confidence.
NYKAA, being a majorly female targeted pan India brand, is missing out on the large male population.
When it comes to NKYAA, it has its main platform from where it branches out to NYKAA fashion and NYKAA man. They introduced NYKAA man in hopes for promoting grooming for men but it hasn’t gained significant recognition as they are mainly known as a platform for women. Hence, it lacks engagement & awareness from the male audience.
Concept: To make NYKAA as a gender fluid brand. A platform which is gender inclusive.
Brand repositioning statement: To young Indian men, NYKAA is a platform for providing self-care products that are personalized according to their needs. NYKAA aims to make it more accessible to all genders by helping them express themselves truthfully.
