42. Kay Beauty- #ItsKayToBeYou


Amidst all the fairness creams, foundation, and concealer commercials to hide the flaws in your skin, to come across content like #ItsKayToBeYou by Kay beauty is refreshing. Katrina Kaif recently launched her beauty line, Kay beauty in partnership with Nykaa, India’s largest beauty retailer. The launch collection includes feature lip, eye and brow products. The products are available across 50 Nykaa stores and online portal.


The beauty line was launched with #ItsKayToBeYou campaign which talked about diversity in the skin tones and different definitions of beauty for individuals. The campaign was launch through digital media with the videos streaming on platforms such as, YouTube, and Instagram. The brand is positioned as the beauty products which Kare for your skin. For the launch campaign, the brand identified a certain set of influencers representing various target audiences such as Kusha Kapila, Nayanthara, Saina Nehwal, Raja Kumari.

During the launch event Katrina said, “As a person, I’m very demanding of myself, always pushing for more. Kay Beauty has been created with this same rigour, asking a very demanding question - how can we get more out of makeup? The answer that the collection offers is a unique formula of makeup products that are long-lasting and ultra-glam, and that cares for your skin. Each product is infused with ‘kare’ ingredients so that you can indulge in makeup without any guilt. It was also very important for me that the collection was versatile enough to cater to different skin tones, ages and emotions. With the range of shades and buildable formulas, every woman can find their look, whether it’s quick glam or ultra-luxe. I’ve taken all the knowledge I’ve gained in my career and put it into these products. I hope that they give you the tools to explore your creativity and celebrate your own unique idea of beauty.”

The campaign resonates with the core idea behind the brand and has received a positive response from the audiences. The brand encourages women to grow beyond their fear of judgement and accept themselves in their pure beautifully flawed form. It stresses on the fact that “….either way, it’s kay to be you.”
  


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