This document provides information about Toe-Tales, a new brand extension launching under Nykaa Fashion. Toe-Tales will offer a line of chic and comfortable women's footwear under a budget. The brand aims to launch on March 8th, 2022 with an emphasis on salience, performance, imagery, judgements, feelings and resonance to connect with its target audience of females aged 18 to 35 in urban cities seeking a wider availability of fashion products. Contact details are provided at the end for any additional questions.

1. M E D I A K I T
TOE
TALES
by

2. WHAT DEFINES US:
YOUR BEAUTY.
OUR PASSION.
RICH CONTENT
An informative and engaging online platform
for beauty enthusiasts
BUYING EXPERIENCE
A guided buying experience for the beauty
" hopper
STRONG COMMUNITY
A coveted community of beauty experts and
influencers in India
OMNI CHANNEL
Customers need various touchpoints before
they make a purchase We provide a seamless
shopping experience across all channels

3. WHAT WE DO
More
Makeup
Skincare
Fashion

4. Our Mission
Bring inspiration and joy to people, everywhere,
everyday.
To create a world where our consumers have
access to a finely curated, authentic assortment
of products and services that delight and elevate
the human spirit.
Our Vision

5. ADWAITA NAYAR
FALGUNI NAYAR
ARCHIT NAYAR
OUR BEST TEAM
CEO Nykaa Fashion
Founder CEO
CEO- Nykaa.com
SANJAY SURI
CTO

6. NIHIR PARIKH
MANOJ JAISWAL
REENA CHHABRA
CEO Nykaa Man
VP , Operations
& CSO
CEO- Private
Label
ARVIND AGARWAL
CFO
OUR BEST TEAM

7. 12 M
More than 72 Luxe and On-Trend and Kiosk Stores
Monthly
views
2400+
100% authentic
brands
2.2 M
Instagram
Followers
DASHBOARD

8. LAUNCH
STRATEGY:
1.Nykaa fashion website-
(Our launches ).
2.Social media VIA Instagram,
LinkedIn & Facebook.
3.Email ( Nykaa uses E-mail
marketing as their prioritized
strategy).
4. Paid Advertising

9. WHY TOE-TALES?
Authencity
Affordability
Comfort & Fashion

10. TARGET
GROUP
- Females aged - 18 to 35
- Urban cities
- Look for wider availability
of products

11. MOODBOARD

12. BRAND EXTENSION

13. Product
Development
USP : Combination of
chic & comfort under
a budget
Will be launched
under Nykaa Fashion
as a different
segment
BRAND
EXTENSION
STRATEGY:

14. OUR FIRST
EDITION
LAUNCH DATE :
8th March' 2022
BECAUSE EVERY WOMAN NEEDS A STRONG FOUNDATION

15. Salience- High Awareness
Performance- Assuring quality & originality
Imagery- Fun, fearless and feminine. The
brand color was carefully chosen to reflect a
modern, playful, vibrance that is still rooted
in Indian culture.
Judgements-Offering a comprehensive
selection of cosmetics, skincare, haircare,
fragrances, bath and body, luxury and
wellness products for women and men.
Feelings- Educational, Experimental &
Experiential
Resonance-One stop destination ,
Personalized in-app content , curated
collection at Nykaa Fashion , Exclusivity ,
Convenient & Seamless
BRAND RESONANCE:

16. CONTACT US
support@nykaa.com
www.nykaa.com
1800-267-4444

17. THANK YOU