Flipkart’s social media campaign targets Gen Z with influencer led beauty revolution

Flipkart, the e-commerce giant, is doubling down on India's fast-growing beauty segment with an emphasis on the 377 million strong Gen Z shopper segment, focusing on high-quality products and immersive video commerce experiences. With reported year-on-year doubling of sales in the beauty and personal care category, the segment has surpassed even electronics on a growth trajectory, demonstrating a strategic turn towards Flipkart's content-commerce playbook.

Flipkart is using shoppable videos and influencer collaborations to mimic in store consultations in online form. "It's the next evolution of personalized shopping," says Flipkart's head of business for FMCG, Manjari Singhal. The site is specifically recruiting authentic creators who are helping drive discovery and sales, and enabling influencers to make money through affiliate-linked content directly.

As Gen Z influences 85% of family buying decisions, their trend-driven buying, skincare, and ingredient-centric products, and desire are making the platform plan accordingly. Flipkart is placing its bets on its advanced personalization technology and voluminous reach to bring premium and D2C brands in touch with the appropriate audiences, particularly within Tier 2 and Tier 3 cities.

"Premiumisation is gaining speed, even outside metros," comments Kartheek Kanumuru, Flipkart's director of beauty and personal care. Consumers are now spending on multi-step routines and spot skincare solutions, which indicates a more mature beauty culture in India.

Whereas rivals such as Nykaa and Tira lead niche categories, Flipkart will lead through its scale, diversity, and increasing premium offerings. Smart brand collaborations and the growth of influencer commerce can perfectly place Flipkart as a strong contender in Indian digital beauty. 

Let’s go through the benefits of a social media advertising campaign:

Specific reach:

Audiences can be targeted based on demographics, interests, and behavior, which consequently guarantees that the right type of people are being targeted.

Low cost: 

Digital marketing is relatively cheaper than most traditional marketing techniques, and therefore, a much more budget-friendly campaign can be designed.

Real Time Analytics: 

You are able to track performance metrics in real-time, therefore, quick changes and optimizations are possible with a digital campaign.

Global Reach: 

Since digital marketing allows for worldwide campaigns, your reach may automatically increase as it spans even across far flung markets.

Engagement: 

With activities like social media, polls, and videos, an engagement with the public is better invoked.

If you want social media advertising campaigns for your brand, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.