Nykaa has launched its latest ‘New At Nykaa’ campaign featuring Rakhi Sawant, using a playful warehouse heist to highlight new beauty launches available on the platform.
Built around the thought 'If It’s New, It’s on Nykaa,' the campaign film follows a Nykaa intern who sneaks into the company’s warehouse to get an early look at the latest products. Her plan takes an unexpected turn when she discovers Rakhi Sawant already inside, browsing the newest beauty arrivals. What begins as a quick attempt to check out the latest launches soon turns into a beauty heist, with the film playing on the excitement of discovering new products before everyone else.
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At the centre of the campaign is New At Nykaa, which brings together recent launches across makeup, skincare, haircare, fragrance and other beauty categories. The proposition brings new products and launches from brands on the platform together in one destination.
The campaign draws on the familiar impulse of wanting to be among the first to discover something new in beauty. Rakhi’s presence adds a comic turn to the idea, as the warehouse visit quickly goes from browsing to taking home more than originally planned.
The campaign coincides with the New At Nykaa sale, which ran from September 24 to 27, featuring offers across beauty brands and categories.
