THE HOUSE OF BEAUTY COMPANY

CONFIDENTIAL

THE HOUSE OF BEAUTY COMPANY

 Boddess Mission
To be India’s leading Specialty Retailer
for Beauty, Beauty Technolgy and
Exceptional Services, powered by
Beauty Expertise, Digital Technology
& Experiential Engagement

Boddess

THE HOUSE OF BEAUTY COMPANY

BOLD | STRONG | EMPOWERED | BEAUTIFUL INSIDE | INDEPENDENT | VULNERABILE | SOLIDAIRE | DECISIVE

INTRODUCING

Inspired by ‘Body’ and ‘Goddess’, beauty is not limited to the face,

rather it is an elevated and aspirational experience that encompasses
every aspect of a person’s being
 Aligned with preferences of the Indian customer –
‘Boddess” is built on the idea that beauty and wellness converge,
upscale, modern, and aspirational, emphasizing notions of
and are of equal importance
self care and wellness in beauty and grooming

Boddess Beauty & Grooming

U P L I F T YO U R B E AU T Y R I T UA L S

D iscover the e sse n ce of b e a u t y Building a community online and empowering

Personalized recommendations through data points enabled customers and influencers through digital content,
by accurate technology and beauty device play authentic reviews and purchase guidance
THE HOUSE OF BEAUTY COMPANY
A Premium & Experiential Beauty Retail Concept

EXPERIENTIAL RETAIL INTERNATIONAL BRANDS BEAUTY TECHNOLOGY CUSTOMER EXPERIENCE

• Positioning to reach the premium • Capture hi growth beauty market

• 3000 Sq. ft. of Beauty Experience. BODDESS VIRTUAL PRO (Proprietary In
and aspirational beauty customer and reach by bringing Digital
• Engagement through Nail, Brow House Technology) for skin and make
• Introducing NEW Celebrity, Clean experiences to Store
and Dry bar in stores. up Tools:
Beauty, Instagram Beauty and • Integrated Customer Order History
• AR/VR tools for education • Skin Diagnostic Tool
Science Backed Beauty Brands • In store services: Store Concierge,
• Beauty services, sampling, live • Make Up Try On
• Present Wellness and Self care Hair Bar, Brow Bar, Nail Bar, Cafe
demos. • Concierge Services
brands aligned to Boddess • Building Extensive Warehousing
• Digital store concierge. • Reviews by Resident Experts
positioning of holistic beauty. capabilities
• Click and collect services. • Personalization, Recommended for
• Present incubator and Innovator • Direct Integrations with Payment
• Boddess café inside store and You services showcasing customer
products for Brand trial and Gateways and other financial
store Wi-Fi network. preferences, buying and search
recruitment. collaborations
trends
THE HOUSE OF BEAUTY COMPANY
Premium Competitive Market Positioning and Key Enablers to
Deliver Brand and Customer Wins
• Best-in-class mix of aspirational brands
Brand &
1 category mix
and fast-moving local favorites
• Hyper responsive category assortment
to keep in line with changing market trends

• Leading edge technology stack on website,

Technology &
2 digital
mobile apps and internal systems (e.g., OMS)
• Continuous digital innovations focused on
improving customer experience (e.g., AR/VR)

• Continuous outreach to understand customer

Customer
3 centricity
journey, pain points and needs for future
• High customer engagement through
personalization, loyalty, recommendations &
social media

• Industry leading volume and quality of

Omnichannel
4 content
content – engaging, educational, shoppable
• Leveraging social media influencers, experts and
building community through sharing
Segmented & curated brands through local and global
partnerships
MASSTIGE PRESTIGE LUXURY SUPER LUXURY

Rs. 500 Rs. 2000 Rs, 5000 Rs 10,000

NATURAL CLEAN BEAUTY KOREAN CELEBRITY

THE HOUSE OF BEAUTY COMPANY

Boddess.com making Waves with its Curated Beauty Platform Position
Economic Times | The Indian Express | India Today | Grazia |Elle | Femina | Popxo | Man’s World | Local
The Preferred Platform to Build Brands Exclusively
Luxe Brand Service | Luxe Packaging | Dedicated Customer Care | Retail Artistry | Personalization
Focused on an Inclusive Approach to Beauty
Platform with a Purpose: Breaking Barriers in the Indian Community, Promoting Inclusivity and Empowerment

• Challenging and
Changing Beauty
Norms and
Stereotypes
• Building awareness
about the
relationship of
Beauty to Holistic
Wellness, Inner
INCLUSIVITY CELEBRATE BEAUTY CHALLENGING STEREOTYPES Happiness and
Wellbeing
• Brand Values:
Sustainability,
Cruelty Free, Clean
• Engaging Online
through Technology
and Try On
• Socially Responsible
Business: Right to
Body and Sexuality
REAL STORIES HOLISITIC WELLNESS
A Unique Omni Channel Beauty Platform
Luxe Brand Store | Boddess Virtual Pro 2.0 | Make Up Try On Services | Live Consultations

Consultations with
Boddess In House
Pro Trainers and Experts;
Featuring Luxe Brand Chandni Goyal and
Stores across Manjari Singh
Web and APP
Highly Curated Exclusive Premium International Brands
Leading the way in Skin Care and Make Up at Boddess Stores
Launching International Exclusives with Visibility & Media Partnerships
Celebrity Interviews | Product Placements | Event Based Publications | Reaching 10M+ Audiences
Bhumi Pednekar as official
Boddess Brand Ambassador

the intersection of new age Bollywood

and aspirational beauty imaging
A personality that stands for values and meaningful cinema.
Bhumi is off beat in communicating a vision of a strong,
empowered modern Indian woman that breaks away from
previously built stereotypes.
Bollywood Loves
Boddess
Featuring
Soha Ali Khan
Swara Bhaskar
Samiksha Pednekar

Discovering Boddess Exclusive

International Brands and Beauty
Tech Play
Boddess Retail Flagship
First of it’s kind, experiential stores spanning 3000 square feet in prime high footfall locations; launching
September 2021 (Delhi, Mumbai, Bangalore, Chandigarh, Hyderabad, Kolkata, Chennai, Pune by Y3)
- Omni-Channel
Focus

- Large Format
Stores: 2500- 3000
SQ FT.

- High visibility,
footfall, aspirational
locations in malls
and high streets

- Tier 1 Flagships for

Initial Roll Out
Boddess Omni-Channel
Brow Bar | Nail Bar | Dry Bar | In Store Diagnostic Tools | Cross Channel Fulfilment
and Inventory Visibility | Integrated Customer Order History | Digital Integration and QR
Code Based Product Displays | Focus on Training and Education Experience based
stores: Brow Bar, Nail
Bar and Dry Bar

- Preferential brand
spaces, signage, brand
expert consultants

- Retail advertising,
workshops and events

- Digital screens with

in store inventory,
offers, personalized
recommendations
user generated
content,
purchase/delivery
option

- Live make over

sessions, magic make
mirror and tech

- Digital kiosk, photo

booth, in person
talent

- Loyalty club service,

point earning and
redemption

- Boddess café in
flagship stores
Omni Channel Integration
Seamless integration of physical and digital touchpoints
to deliver delightful customer experience regardless of
where they decide to shop

Key Consideration:

1. Cross Channel Inventory Visibility (ability to see

store inventory online and online inventory in store,
ability to shop from store online e.g. products
available at this store

2. Integrated customer order history; one order

history for customers include all purchases made in
store and online

3. Cross Channel fulfilment; ability to buy online and

pick up in store and ability to buy in store and ship
to home, curb side pick up and cross channel
returns

4. Digital integration in store; QR codes on product

displays that take you to online review on PDP
Boddess Brand Communication presenting Premium and
Aspirational Visual displays across all Platforms
Key Customer Connect Differentiators: Curated Brand
Assortment, In Store Technology, Content and Service
KEY ACTIVATIONS

• Curated Brand Assortment Portfolio with a

differentiated communication and promotional
strategy

• Extensive Sampling, Building Influencer Marketing

and 360 Brand Visibility

• Content & The Boddess Edit for Beauty Education,

Experts, Influencer Reviews and Video Tutorials.
Blending global and local content to deliver
aspirational, topical content.

• Integrate accurate technology to enable product

trial through diagnostic tools and Try-on for
decision making

• Education Technology & Customer Service; Video

Chat, Live E skin experts and make up service
delivering Beauty Education and Quick turnaround
on customer service

• High traffic partnerships, affiliation and digital

tracking to drive acquisition, purchase, repeat,
redirect & resell
The most Curated and Industry Leading A+ Influencer
and Celebrity Network on Boddess.com

Rasna Bhasin (90K) Surbhi Sethi (70K) Actress; Soha Ali Khan (3M+)

Simar Walia (60K) Vasudha Rai (60K) Actress; Swara Bhaskar (1M+)
Premium and Exclusive Content through Artistry, Education
and In Demand Workshops
First award winning Boddess Experts on-boarded;
generating fresh, trend-setting content and boosting engagement

Rod Anker Dr. Geetika Mittal Dr. Meghna Rastogi Manjari Malik Anu Kaushik
Hair Expert Skin Expert Skin Expert Makeup Expert Makeup Expert

Australian Hair Dr. Geetika Mittal: Winner; Anu Kaushik: Recently

Stylist working with Vogue Beauty Awards 2019 Dressed Ivanka Trump
Anushka Sharma
Influencer Marketing: Building Brands and Awareness through the
Exclusive Boddess Influencer Program
BODDESS: Building Strong Skin Care, Make Up & Bath & Body
partnerships, incoming brands to build Hair Care & Fragrance
Categories
YTD Sales Mix By Product Category
Move from Skin dominance to increase in Makeup contribution driven by arrival of international brands

40%
35% Actual

17%

2% 3% 2% 1%

Skincare Makeup Bath & Body Fragrance Hair Care Men’s Tools &
Grooming Accessories

X Axis
 Our Growing Portfolio Across Categories in 2021:
Leading in Skin Care and Celebrity Beauty
Exclusive Brands
International

Others are confidential.

Portfolio
Local

Key takeaway 1: International

brands for key distribution

Key takeaway 2 : Onboard 100+ Skin Care,

Make Up, Hair Care and Grooming brands by
2021 among local and global brand portfolio
mix
Customer Cohort
Boddess customer personas

I LOVE BEAUTY
PRICE SENSITIVITY: AGE: 27 – 45
LOW CHARACTERISTICS: Stylish, knows what works for them, educated

I HAVE NO TIME
PRICE SENSITIVITY:
VALUE DRIVEN AGE: 21 – 31

CHARACTERISTICS: Working women, follows regime, moderately beauty conscious

PRICE SENSITIVITY: BEAUTY IS NEW TO ME

DISCOUNT DRIVEN • AGE: 19 – 24

• CHARACTERISTICS: Regular shopper online, excited about school and social gatherings, new
launches, blog reader
In Store Digital &
Technology
Integration
Proprietary Beauty Technology Section in Store provides
competitive advantage through accuracy and engagement
• Boddess Skin
Diagnostic
Technology

• Magic Mirror

• Demo Area

• Make Up Try
On

• In Store
Product
Displays

• Consult
Services with
Resident
Experts
High Engagement Corners with Selfie Area and In Store Cafes

Selfie Area: Instagram and Social Media friendly Cafe: Coffee, Refreshment and Wifi areas for customers
corners for customers to spread awareness and to spend time at the store
excitement about Boddess Stores
In Store Beauty Service Bars Leads to High In Store
Engagement

Dry Bar: Rapid Salon Professional Services Nail Bar: Rapid Salon Professional Services
Personalized product recommendation through Boddess AR/VR
Technology – Accessible on in Store Devices
Boddess drives customers acquisition through a powerful
omnichannel digital strategy sitting on 4 key pillars

Boddess, Boddess Mobile App and Platform Marketing Partners

Technology Enabled Experiences
Primary digital access points for consumers
and brands. Website launched March 2020,
AR/VR Capabilities (virtual make up try on,
skin health advice)
Payment Gateways, and Wallets, Pine Labs,
Paytm, PhonePe
Search Engines (Just Dial)
Hyper Local (Zomato, Swiggy, Dunzo)

Customer Data Model Social Media & Digital Marketing

Comprehensive data collected about each
customer interaction and purchases. From
this, large scale patterns and trends are
analyzed. Select data is shared with brands
Instagram, Facebook and Search ads are
optimized weekly to improve reach and
boost conversions.
• Facebook & Instagram Platform ads
• Google/YouTube Platform Ads
• Retargeting & Marketing Automation
Boddess Brand Omni channel social media strategy; boosting
brand visibility

”Clean, crisp
educational
videos”

Expert Blogging and A+ Content at Boddess.Com and

exhibiting aesthetically curated visuals, and strong copy
THANK YOU