India’s leading beauty retailer, Nykaa.com, brings a lovingly crafted tribute to celebrate the spirit of contemporary Indian women, with its latest launch, Matte to Last Liquid Lipsticks from Nykaa Beauty. The first Indian beauty brand to launch the collection of ten gorgeous liquid lipsticks, inspired by India and crafted in Italy, this is a trend-forward collection celebrating ten of India’s cities. The Launch of Matte to Last liquid lipstick acknowledges the unique personality of ten culturally rich Indian cities, through a shade personification of each.

Accompanying the launch is a 360 degree marketing campaign bringing alive the style and pulse of these ten cities in a vibrant tribute.  Nykaa has launched a music video, as well as a street style photoshoot, with airtime on television, jingles on the radio as well as videos running across its own YouTube, and other social media platforms. It is a holistic marketing campaign that targets young women who have been driven by aspirations, passion and at the same time conscious of their image and Nykaa is an enabler in the process. The brand portrays women from ten different cities highlighting the cultural nuances using the liquid lip colors.