Brands
Myntra Beauty’s Virtual Try on feature drives adoption for leading brands enables 2X jump in conversions
Mumbai: Myntra continues to record strong demand within the Beauty and Personal Care (BPC) sector, as beauty enthusiasts flank the platform for its assortment of leading homegrown and international brands, compelling value offers and its seamless tech-first end-to-end shopping journey. Riding on this strong demand, the platform has enhanced its Virtual Try-On feature, an offering that leverages Augmented Reality (AR) and Virtual Reality (VR) to personalize and improve the end-to-end shopping journey on the platform, enabling customers to discover and purchase the perfect shade across makeup categories. The feature on Myntra Beauty has enabled a 1.5X jump in consideration and 2X jump in conversion on the Makeup category styles using this feature on the platform.
The Virtual Try-On feature has now also been extended to Makeup categories like lipstick, blush, eyeliner, eyeshadow, mascara, foundation, Contour, highlighter, and concealers, among others. The cutting-edge feature, working with ModiFace, an enterprise that solves for Augmented Reality (AR) technology in the beauty industry, has 11 Makeup brands live on Myntra with over 3000 styles, which include the likes of Lakme, Maybelline, M.A.C, L’Oreal Paris, NYX Professional Makeup, SUGAR, Faces Canada, Colorbar, among others. Lipsticks and Foundations were the most virtually tried products on Myntra Beauty. Technology also plays an imperative role in Myntra’s Beauty charter to enhance the overall experience with compelling features such as the Assisted selling tools like the AI Skin Analyzer (Skin and Hair) and Product Finder to truly simplify and personalize the shopping journey.
With a catalogue of a diverse range of more than 90000 SKUs across more than 1500 sought-after brands, Myntra’s BPC portfolio also includes more than 200 international brands, catering specifically to existing and emerging consumer needs and niches. Some of the popular brands on the platform include NYX Professional Makeup, Victoria’s Secret, Makeup Revolution London, Armani, Bath and Body Works, L’Oreal Paris, Lakme, Maybelline New York, Shiseido, Forest Essentials, M.A.C, and Phillips, among others.
Leading brands across the world continue to choose Myntra Beauty as the partner of choice to foray into the Indian market, with the likes of NYX Professional Makeup, Barry M, Jeffree Star Cosmetics, Caudalie, Etude, Benefit Cosmetics, Freeman, Paco Rabbane, Juice Beauty, Carolina Herrera, and Neal’s Yard Remedies having already impactfully reached Indian consumers via cohesive associations with the platform. Some of the recently on boarded brands include Victoria’s Secret, Farmacy, Olaplex, Sebastian Professional, among others. With D2C brands steadily gaining mindshare with beauty aficionados, Myntra Beauty has also enabled new age consumer brands in their growth journey, with brands like Plum, Foxtale, Villain, Minimalist, Renee, Arata, Sunscoop, Chemist at play, The Derma Co., MyGlamm, MARS and Re’equil, growing upwards of 80 per cent YoY on Myntra Beauty.
Over the last year, Myntra Beauty has also witnessed a notable surge in men’s beauty and personal care purchases, particularly in self-skincare, acne and pimple care, hair removal spray, ingredients-led products like serum, face wash, and body wash, as well as foundation and concealer, with sheet masks for hydration and glowing skin also gaining popularity. Through the year, Myntra Beauty witnessed a 200 per cent YoY growth in men buying skincare products. As one of the few shopping destinations that has a healthy rate of fashion-forward, metrosexual male shoppers that flank the platform, Myntra observed men’s grooming trends such as a focus on hair removal and personal hygiene, a growing interest in skin minimalism, and an increasing popularity of DIY face masks, among others.
Myntra Beauty has witnessed a 4X growth in selection in the last three years, with the platform constantly looking to strengthen its position as one of the go-to destinations for beauty, skincare, and personal care in the country, encouraging customers to ‘find their own beauty’. Emerging as one of the key players in India’s burgeoning beauty market, Myntra Beauty grew a whopping 3X of the market in 2023, with a high repeat rate on the platform.
Brands
Rohini Laya Venkateswaran named executive director at Gillette India
P&G veteran with two decades of experience steps into leadership role
NEW DELHI: Rohini Laya Venkateswaran has been appointed executive director at Gillette India Pvt. Ltd., bringing with her more than two decades of experience across sales, strategy and brand leadership within the consumer goods sector. In her new role, she will help steer the company’s strategic direction and growth while strengthening its footprint in the grooming and personal care category.
Venkateswaran joins the board after a long career at Procter & Gamble, where she spent nearly 21 years shaping sales strategy, building brands and driving market expansion across India and international markets.
Most recently, she served as chief sales officer for India at P&G. Prior to that, she was vice president and country manager for east gulf markets, overseeing operations in Kuwait, Oman, Bahrain and Qatar while also guiding sales strategy across the Gulf region, including the UAE.
Earlier in her career, she led sales strategy and planning for India while serving as marketing leader for brands such as Olay and Old Spice. During this stint, she focused on reshaping go-to-market channels and building awareness through digital, social and influencer-led campaigns to drive growth.
Her journey at P&G also included roles such as director sales strategy and planning leader India, associate director modern retail and ecommerce, regional manager for Delhi and Rajasthan, and several key account and trade marketing roles across the country. She also spent time in the United States working on the P&G Walmart international team, collaborating on global retail initiatives.
Venkateswaran holds an MBA in marketing from SP Jain Institute of Management and Research and a bachelor’s degree in mechanical engineering from RV College of Engineering.
With her mix of sales acumen, brand-building experience and global exposure, Venkateswaran’s appointment signals a sharpened focus on growth and market leadership for Gillette India.
