Mumbai: Nykaa, a beauty and lifestyle retailer, on the occasion of International Women’s Day unveiled its latest campaign, #JustSayThanks to start a dialogue on women’s behavioral patterns when it comes to accepting compliments. To understand this behaviour, Nykaa conducted a study which revealed that 64% of women across India feel uncomfortable accepting compliments. They tend to doubt themselves, underplay their achievements, deflect the compliment, compliment in return, or not believe it at all!
Now Nykaa’s #JustSayThanks campaign aims to spark a conversation on women’s discomfort with praise and encourages them to own the compliments that come their way.
Nykaa’s commitment goes beyond highlighting the statistic of women sidestepping compliments; it’s about creating safe spaces for women to openly acknowledge, discuss, and support each other in overcoming this behavior. Collaborations with influential voices like Faye D’Souza aim to address the issue head on. Creators like Sakshi Shivdasani, Zervaan Bunshah, and Srishti Garg look to bring humor to the conversation, offering diverse perspectives on brushing off praise. Additionally, Nykaa’s work with the Moment Of Silence Podcast and Divija Bhasin aims to decode the reasons why women hesitate to accept compliments.
Commenting on the campaign, Nykaa said, “We are introducing the #JustSayThanks campaign, an initiative stemming from our survey on women’s discomfort with compliments and the subsequent patterns of deflection. As we approach Women’s Day, our message is loud and clear: we are creating a safe space for every woman to break free from these patterns, own their worth and we are here to remind her of that today and every day”
The company is running a compliment quiz where women can accept the praise coming their way, and win a surprise.
