Shopping for beauty products can be confusing—how do you know what truly works for your unique skin color, skin type, or hair type? Nykaa's beauty product portfolio changed that, delivering reviews and recommendations personalized just for you.
Nykaa’s product team focused on personalization to improve customer experiences. With the Beauty Portfolio feature, they helped users to make informed decisions by filtering reviews and recommendations based on their individual beauty needs.
In this blog, we’ll explore the problem faced by beauty industry, the solution, and the impact of this product feature on customers, Nykaa’s business outcomes and the team behind it.
The product manager and the team featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: One-Size-Fits-All Doesn’t Work for Beauty Product Portfolio
Personalization and trust are major factors in the beauty and skincare industry. Yet finding relatable product feedback has always been a challenge for customers. Nykaa’s product management team identified these gaps in user experiences:
- Customers often found other customer reviews irrelevant because they weren’t from people with similar skin or hair types.
- Users faced difficulties navigating through generic reviews to discover products and product feedback that met their unique concerns.
- The lack of relevant feedback and personalized product recommendations delayed decision-making, impacting user trust and engagement.
To address this, Nykaa’s product team needed a solution that not only personalized reviews but also created a consistent, personalized user experience across the platform. And to increase the ease of decision-making for the customer.
The Solution: Personalized Beauty Portfolios
Beauty Portfolio transforms how users interact with reviews and recommendations. By answering a short questionnaire, users create a unique beauty product profile that captures critical attributes like skin tone, skin type, hair type, and specific concerns. This is a prime example of how to define product features that can increase the user experience and increase user engagement.
Here is an Example: A customer review without a beauty product profile vs A customer review with a beauty product profile.
Key Features of the Beauty Product Portfolio
- Relevant Reviews: Users can now filter product reviews to see feedback from others who share similar beauty attributes. This ensures that reviews are more relatable to customers and trustworthy, leading to better-informed choices.
- Tailored Product Recommendations: The Beauty Portfolio enhances other areas of the platform by offering personalized product recommendations, made specifically for each customer’s unique attributes.
- Streamlined Product Discovery: From homepage content to notifications, the platform can leverage the Beauty Product Portfolio to guide users through a highly personalized shopping journey.
Nykaa Beauty Shopping App: Rethinking Women’s Makeup
The Nykaa Beauty Shopping App has become a true game changer in the beauty industry. Whether you’re searching for a specific beauty products brand or simply exploring new makeup for women, the app’s personalized approach ensures you find the best products that suit your needs. Nykaa Fashion further complements this user experience by extending personalized services to lifestyle products.
Impact: Transforming User Experience and Driving Business Growth through Product Changes
The Beauty Portfolio has delivered impressive results for both users and Nykaa:
- User Engagement: 75% of users completed their beauty portfolio setup, reflecting a high adoption rate.
- Conversion Metrics: The feature drove a significant impact, contributing to a 10 percentage point increase in product detail page (PDP) to cart conversion rates.
- Enhanced Trust: By presenting relatable reviews and tailored recommendations, Nykaa has strengthened customer trust, fostering long-term relationships.
The Role of the Product Manager in Bringing Innovation to Life
The success of this product concept highlights the crucial role of the product manager. From identifying customer pain points to defining features and coordinating cross-functional teams, the product manager’s role was very important in delivering this innovative solution.
Meet the Team behind this feature:
Rupali Jain: Director of Product Management, Nykaa
Rupali was working to solve hyper-personalisation for users. She introduced a feature where users could filter reviews by skin & hair attributes of reviewers after they shared the same information about themselves. This is a two-way exchange of value & helps Nykaa personalize users’ entire experience from the home page, and notifications to recommended products based on this data.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
If you're reading this, you're most likely interested in the product space. At Upraised, our two upskilling programs help people break into Product Management and grow to Senior Product Managers (SPM) at one tenth the cost of an MBA and without quitting your job.